Automated creative extension selection for content performance optimization

1. A method, comprising:

receiving, at a processing circuit, a request for third-party content to present on a client device;

selecting, by the processing circuit and in response to the request, a creative of a third-party content provider for presenting within a third-party content item to the client device;

identifying, by the processing circuit and based on the request for third-party content, a plurality of candidate creative extension types available for potential inclusion in the third-party content item, each of the plurality of candidate creative extension types defining a different action that occurs in response to a user interaction with the third-party content item;

calculating, by the processing circuit and using a creative extension performance model and information included in the request for third-party content, for each of the plurality of candidate creative extension types, predicted performance metric values representing a corresponding predicted performance of each of the plurality of candidate creative extension types;

selecting, by the processing circuit, a creative extension having a creative extension type of the plurality of candidate creative extension types, based on the predicted performance metric values of the plurality of candidate creative extension types calculated using the creative extension performance model;

generating, by the processing circuit and in response to the request, the third-party content item having the selected creative and the selected creative extension; and

serving the generated third-party content item to the client device.

2. The method of claim 1 , further comprising:

collecting and storing event data describing user actions with respect to third-party content items having creative extensions associated with the plurality of candidate creative extension types; and

using the event data as feedback for training the creative extension performance model.

3. The method of claim 1 , further comprising:

extracting data assets from at least one of a landing resource associated with the third-party content provider, a secondary resource associated with the landing resource, and a customer information database; and

using the extracted data assets to determine which creative extensions associated with the plurality of candidate creative extension types are available for inclusion in the third-party content item.

4. The method of claim 3 , wherein using the extracted data assets to determine which creative extensions associated with the plurality of candidate creative extension types are available for inclusion in the third-party content item comprises:

identifying a data asset required for generating a first creative extension associated with a first creative extension type;

determining whether the identified data asset has been extracted; and

determining that the first creative extension is unavailable for inclusion in response to a determination that the required data asset has not been extracted.

5. The method of claim 1 , wherein selecting the creative extension comprises selecting a click-to-call extension, the method further comprising:

using extracted contact information to generate a first creative extension configured to initiate a communication with an entity associated with the third-party content item; and

rendering the generated first creative extension as a selectable element of the third-party content item.

6. The method of claim 1 , wherein selecting the creative extension comprises selecting a location extension, the method further comprising:

using extracted location information to generate a first creative extension configured to launch a maps application or display a geographic location associated with the third-party content item; and

rendering the generated first creative extension as a selectable element of the third-party content item.

7. The method of claim 1 , wherein selecting the creative extension comprises selecting a secondary resource extension, the method further comprising:

using extracted secondary resource information to generate a first creative extension configured to cause the client device to navigate to a secondary resource associated with the third-party content item; and

rendering the generated first creative extension as a selectable element of the third-party content item.

8. A system, comprising:

a processing circuit having a processor and memory, wherein the processing circuit is configured to:

receive a request for third-party content to present on a client device;

select, responsive to the request, a creative of a third-party content provider for presenting within a third-party content item to the client device;

identify a plurality of candidate creative extension types available for inclusion in the content item, each of the plurality of candidate creative extension types defining a different action that occurs in response to a user interaction with the content item;

calculate, using a creative extension performance model and information included in the request for third-party content, for each of the plurality of candidate creative extension types, predicted performance metric values representing a corresponding predicted performance of each of the plurality of candidate creative extension types;

select a creative extension having a creative extension type of the plurality of candidate creative extension types, based on the predicted performance metric values of the plurality of candidate creative extension types calculated using the creative extension performance model;

generate the third-party content item having the selected creative and the selected creative extension in response to the request; and

serve the generated content item to the client device.

9. The system of claim 8 , wherein the processing circuit is configured to:

collect and store event data describing user actions with respect to third-party content items having creative extensions associated with the plurality of candidate creative extension types; and

use the event data as feedback for training the creative extension performance model.

10. The system of claim 8 , wherein the processing circuit is configured to:

extract data assets from at least one of a landing resource associated with the third-party content provider, a secondary resource associated with the landing resource, and a customer information database; and

use the extracted data assets to determine which creative extensions associated with the plurality of candidate creative extension types are available for inclusion in the third-party content item.

11. The system of claim 10 , wherein using the extracted data assets to determine which creative extensions associated with the plurality of candidate creative extension types are available for selection comprises:

identifying a data asset required for generating a first creative extension associated with a first creative type;

determining whether the identified data asset has been extracted; and

determining that the first creative extension is unavailable for selection in response to a determination that the required data asset has not been extracted.

12. The system of claim 8 , wherein selecting the creative extension comprises selecting a click-to-call extension, wherein the processing circuit is configured to:

use extracted contact information to generate a first creative extension configured to initiate a communication with an entity associated with the third-party content item; and

render the generated first creative extension as a selectable element of the third-party content item.

13. The system of claim 8 , wherein selecting the creative extension comprises selecting a location extension, wherein the processing circuit is configured to:

use extracted location information to generate a first creative extension configured to launch a maps application or display a geographic location associated with the third-party content item; and

render the generated first creative extension as a selectable element of the third-party content item.

14. The system of claim 8 , wherein selecting the creative extension comprises selecting a secondary resource button, wherein the processing circuit is configured to:

use extracted secondary resource information to generate a first creative extension configured to cause the client device to navigate to a secondary resource associated with the third-party content item; and

render the generated first creative extension as a selectable element of the third-party content item.

15. A non-transitory computer storage medium comprising computer program instructions, which when executed by one or more processors, cause the one or more processors to:

receive a request for third-party content to present on a client device;

select, responsive to the request, a creative of a third-party content provider for presenting within a third-party content item to the client device;

identify a plurality of candidate creative extension types available for potential inclusion in the content item, each of the plurality of candidate creative extension types defining a different action that occurs in response to a user interaction with the content item;

calculate, using a creative extension performance model and information included in the request for third-party content, for each of the plurality of candidate creative extension types, predicted performance metric values representing a corresponding predicted performance of each of the plurality of candidate creative extension types;

select a creative extension having a creative extension type of the plurality of candidate creative extension types, based on predicted performance metric values of the plurality of candidate creative extension types calculated using the creative extension performance model;

generate the third-party content item having the selected creative and the selected creative extension in response to the request; and

serve the generated content item to the client device.

16. The computer storage medium of claim 15 , wherein execution of the computer program instructions cause the one or more processors to:

collect and store event data describing user actions with respect to third-party content items having creative extensions associated with the plurality of candidate creative extension types; and

use the event data as feedback for training the creative extension performance model.

17. The computer storage medium of claim 15 , wherein execution of the computer program instructions cause the one or more processors to:

extract data assets from at least one of a landing resource associated with the third-party content provider, a secondary resource associated with the landing resource, and a customer information database; and

use the extracted data assets to determine which creative extensions associated with the plurality of candidate creative extension types are available for inclusion in the third-party content item.

18. The computer storage medium of claim 15 , wherein selecting the creative extension comprises selecting a click-to-call extension, and wherein execution of the computer program instructions causes the one or more processors to:

use extracted contact information to generate a first creative extension configured to initiate a communication with an entity associated with the third-party content item; and

render the generated first creative extension as a selectable element of the third-party content item.

19. The computer storage medium of claim 15 , wherein selecting the creative extension comprises selecting a location extension, and wherein execution of the computer program instructions causes the one or more processors to:

use extracted location information to generate a first creative extension configured to launch a maps application or display a geographic location associated with the third-party content item; and

render the generated first creative extension as a selectable element of the third-party content item.

20. The computer storage medium of claim 15 , wherein selecting the creative extension comprises selecting a secondary resource button, and wherein execution of the computer program instructions causes the one or more processors to:

use extracted secondary resource information to generate a first creative extension configured to cause the client device to navigate to a secondary resource associated with the third-party content item; and

render the generated first creative extension as a selectable element of the third-party content item.