Selecting an optimal combination of portions of a content item to be presented within a user interface of an online messaging application in association with information identifying a set of message threads

1. A method comprising:

selecting a plurality of different combinations of a plurality of portions of a content item for display to each of a plurality of sets of users of an online messaging application;

sending the plurality of different combinations of the plurality of portions of the content item for display to each of the plurality of sets of users, the different combinations of the plurality of portions of the content item presented within a user interface of the online messaging application in association with information identifying a set of message threads in which a user of the online messaging application is participating;

receiving a request from a subset of each of the plurality of sets of users to view an entire content of the content item;

tracking a performance metric associated with each of the plurality of different combinations of the plurality of portions of the content item based at least in part on the requests received from the subset of each of the plurality of sets of users to view the entire content of the content item;

computing a performance of each portion of the plurality of portions of the content item, wherein computing the performance of a portion of the plurality of portions of the content item comprises:

identifying one or more different combinations of the plurality of portions of the content item sent for display to one or more of the plurality of sets of users, each of the one or more different combinations of the plurality of portions of the content item comprising the portion of the content item,

accessing the performance metric associated with each of the one or more different combinations of the plurality of portions of the content item, and

computing a score associated with the portion of the content item based at least in part on one or more performance metrics associated with the one or more different combinations of the plurality of portions of the content item; and

selecting an optimal combination of a subset of the plurality of portions of the content item based at least in part on the performance of each of the plurality of portions of the content item.

2. The method of claim 1 , further comprising:

identifying an opportunity to present the content item to a viewing user of the online messaging application within the user interface of the online messaging application in association with information identifying a set of message threads in which the viewing user is participating; and

sending the optimal combination of the plurality of portions of the content item for display to the viewing user.

3. The method of claim 1 , wherein tracking the performance metric associated with the different combination of the plurality of portions of the content item is further based at least in part on a request received from an additional subset of each of the plurality of sets of users to perform one or more actions associated with the content item.

4. The method of claim 3 , wherein the one or more actions associated with the content item are selected from the group consisting of: making a purchase associated with the content item, subscribing to a service associated with the content item, accessing a website associated with the content item, installing an application associated with the content item, claiming an offer associated with the content item, and any combination thereof.

5. The method of claim 1 , wherein the plurality of portions of the content item are selected from the group consisting of: a headline, a subtitle, an image, text content, a video, a hyperlink, an interactive element, and any combination thereof.

6. The method of claim 1 , wherein the different combination of the plurality of portions of the content item are selected for display to each of the plurality of sets of users of the online messaging application based at least in part on a set of rules maintained in the online messaging application.

7. The method of claim 6 , wherein selecting the different combination of the plurality of portions of the content item for display to each of the plurality of sets of users of the online messaging application comprises:

identifying a set of candidate portions of the content item from the plurality of portions of the content item based at least in part on the set of rules; and

selecting the different combination of the plurality of portions of the content item from the set of candidate portions of the content item.

8. The method of claim 6 , wherein the set of rules describes a maximum proportion of the user interface eligible to be occupied by one or more of the plurality of portions of the content item.

9. The method of claim 1 , wherein selecting the optimal combination of the plurality of portions of the content item comprises:

ranking each of the plurality of portions of the content item based at least in part on the score associated with the portion of the content item; and

selecting the optimal combination of the plurality of portions of the content item based at least in part on the ranking.

10. The method of claim 1 , wherein selecting an optimal combination of a subset of the plurality of the portions of the content item further comprises:

determining an order of the subset of the plurality of portions of the content item based on the performance metrics of the identified one or more different combinations of the plurality of portions of the content item.

11. A computer program product comprising a non-transitory computer readable storage medium having instructions encoded thereon that, when executed by a processor, cause the processor to:

select a plurality of different combinations of a plurality of portions of a content item for display to each of a plurality of sets of users of an online messaging application;

send the plurality of different combinations of the plurality of portions of the content item for display to each of the plurality of sets of users, the different combinations of the plurality of portions of the content item presented within a user interface of the online messaging application in association with information identifying a set of message threads in which a user of the online messaging application is participating;

receive a request from a subset of each of the plurality of sets of users to view an entire content of the content item;

track a performance metric associated with each of the plurality of different combinations of the plurality of portions of the content item based at least in part on the requests received from the subset of each of the plurality of sets of users to view the entire content of the content item;

compute a performance of each portion of the plurality of portions of the content item, wherein computing the performance of a portion of the plurality of portions of the content item comprises:

identifying one or more different combinations of the plurality of portions of the content item sent for display to one or more of the plurality of sets of users, each of the one or more different combinations of the plurality of portions of the content item comprising the portion of the content item,

accessing the performance metric associated with each of the one or more different combinations of the plurality of portions of the content item, and

computing a score associated with the portion of the content item based at least in part on one or more performance metrics associated with the one or more different combinations of the plurality of portions of the content item; and

select an optimal combination of a subset of the plurality of portions of the content item based at least in part on the performance of each of the plurality of portions of the content item.

12. The computer program product of claim 11 , wherein the computer-readable storage medium further has instructions encoded thereon that, when executed by the processor, cause the processor to:

identify an opportunity to present the content item to a viewing user of the online messaging application within the user interface of the online messaging application in association with information identifying a set of message threads in which the viewing user is participating; and

send the optimal combination of the plurality of portions of the content item for display to the viewing user.

13. The computer program product of claim 11 , wherein track the performance metric associated with the different combination of the plurality of portions of the content item is further based at least in part on a request received from an additional subset of each of the plurality of sets of users to perform one or more actions associated with the content item.

14. The computer program product of claim 13 , wherein the one or more actions associated with the content item are selected from the group consisting of: making a purchase associated with the content item, subscribing to a service associated with the content item, accessing a website associated with the content item, installing an application associated with the content item, claiming an offer associated with the content item, and any combination thereof.

15. The computer program product of claim 11 , wherein the plurality of portions of the content item are selected from the group consisting of: a headline, a subtitle, an image, text content, a video, a hyperlink, an interactive element, and any combination thereof.

16. The computer program product of claim 11 , wherein the different combination of the plurality of portions of the content item are selected for display to each of the plurality of sets of users of the online messaging application based at least in part on a set of rules maintained in the online messaging application.

17. The computer program product of claim 16 , wherein select the different combination of the plurality of portions of the content item for display to each of the plurality of sets of users of the online messaging application comprises:

identify a set of candidate portions of the content item from the plurality of portions of the content item based at least in part on the set of rules; and

select the different combination of the plurality of portions of the content item from the set of candidate portions of the content item.

18. The computer program product of claim 16 , wherein the set of rules describes a maximum proportion of the user interface eligible to be occupied by one or more of the plurality of portions of the content item.

19. The computer program product of claim 11 , wherein select the optimal combination of the plurality of portions of the content item comprises:

rank each of the plurality of portions of the content item based at least in part on the score associated with the portion of the content item; and

select the optimal combination of the plurality of portions of the content item based at least in part on the ranking.

20. The computer program product of claim 11 , wherein the instructions that cause the processor to select an optimal combination of a subset of the plurality of the portions of the content item further cause the processor to:

determine an order of the subset of the plurality of portions of the content item based on the performance metrics of the identified one or more different combinations of the plurality of portions of the content item.