Facilitating interactive content presentation in online computing environment

1. A method, comprising:

receiving, by one or more processing devices, a request for content objects to be presented in a user interface;

determining, by the one or more processing devices, a layout for dividing a display region for displaying the content objects into a plurality of virtual locations, each of the plurality of virtual locations is associated with a location priority, wherein the location priorities respectively associated with the plurality of virtual locations are determined based on respective frequencies of interaction by a plurality of users with the plurality of virtual locations in the user interface;

determining, by the one or more processing devices, content objects for the plurality of virtual locations based on content priorities associated with the content objects;

determining an order for the plurality of virtual locations according to the location priorities of the plurality of the virtual locations;

determining, by the one or more processing devices, an allocation of the content objects to the plurality of virtual locations according to the order determined based on the location priorities of the plurality of the virtual locations; and

transmitting, by one or more processing devices and to an online platform, a control message identifying the content objects and the allocation, wherein transmitting the control message to the online platform causes the content objects to be presented in the display region of the user interface according to the allocation.

2. The method of claim 1 , wherein determining the allocation of the content objects to the virtual locations comprises:

determining a particular virtual location among the plurality of virtual locations that has a highest location priority; and

assigning a set of content objects to the particular virtual location.

3. The method of claim 2 , wherein determining the allocation of the content objects to the virtual locations further comprises:

determining an additional virtual location among remaining virtual locations of the plurality of virtual locations that has a highest location priority;

adding one or more unassigned content objects from the set of content objects to an additional set of content objects for the additional virtual location;

removing, from the additional set of content objects for the additional virtual location, a content object that has been assigned to the particular virtual location; and

assigning the additional set of content objects to the additional virtual location.

4. The method of claim 1 , wherein a content priority of a content object is determined based on relationship between the content object and historical behaviors associated with a user to whom the user interface is to be presented and wherein the historical behaviors associated with the user comprise past transactions performed by the user.

5. The method of claim 1 , wherein

the display region contains blocks;

each of the plurality of virtual locations contains one or more spots each configured for displaying a content object; and

each of the one or more spots occupies one or more of the blocks, wherein determining an allocation of the content objects to each of the plurality of virtual locations comprises determining an allocation of the content objects to the one or more spots in each of the plurality of virtual locations.

6. The method of claim 5 , further comprising converting the allocation of the content objects to an ordered list of content objects, wherein the ordered list of content objects are presented in the blocks in the user interface according to an order of the content objects in the ordered list.

7. The method of claim 1 , wherein a first virtual location has a higher location priority than a second virtual location based on historical interaction data indicating more frequent user interaction with the first virtual location than the second virtual location.

8. A computing system comprising:

a processing device; and

a non-transitory computer-readable medium communicatively coupled to the processing device, wherein the processing device is configured to execute program code stored in the non-transitory computer-readable medium and thereby perform operations comprising:

determining a layout for dividing a display region of a user interface for displaying content objects into a plurality of virtual locations, wherein each of the plurality of virtual locations is associated with a location priority, wherein the location priorities respectively associated with the plurality of virtual locations are determined based on respective frequencies of interaction by a plurality of users with the plurality of virtual locations in the user interface,

determining content objects for the plurality of virtual locations,

determining an order for the plurality of virtual locations according to the location priorities of the plurality of the virtual locations,

determining an allocation of the content objects to the plurality of virtual locations according to the order determined based on the location priorities of the plurality of the virtual locations, and

transmitting a control message to an online platform, wherein the control message identifies the content objects and the allocation, and transmitting the control message to the online platform causes the content objects to be presented in the display region of the user interface according to the allocation.

9. The computing system of claim 8 , wherein determining the allocation of the content objects to the virtual locations comprises:

determining a particular virtual location among the plurality of virtual locations that has a highest location priority; and

assigning a set of content objects to the particular virtual location.

10. The computing system of claim 9 , wherein determining the allocation of the content objects to the virtual locations further comprises:

determining an additional virtual location among remaining virtual locations of the plurality of virtual locations that has a highest location priority;

adding one or more unassigned content objects from the set of content objects to an additional set of content objects for the additional virtual location;

removing, from the additional set of content objects for the additional virtual location, a content object that has been assigned to the particular virtual location; and

assigning the additional set of content objects to the additional virtual location.

11. The computing system of claim 8 , wherein

the display region contains blocks;

each of the plurality of virtual locations contains one or more spots each configured for displaying a content object; and

each of the one or more spots occupies one or more of the blocks, wherein determining an allocation of the content objects to each of the plurality of virtual locations comprises determining an allocation of the content objects to the one or more spots in each of the plurality of virtual locations.

12. The computing system of claim 8 , wherein a first virtual location has a higher location priority than a second virtual location based on historical interaction data indicating more frequent user interaction with the first virtual location than the second virtual location.

13. The computing system of claim 8 , wherein the content objects for each of the plurality of virtual locations are determined based on content priorities associated with the content objects.

14. The computing system of claim 13 , wherein a content priority of a content object is determined based on relationship between the content object and historical behaviors associated with a user to whom the user interface is to be presented and wherein the historical behaviors associated with the user comprise past transactions performed by the user.

15. A non-transitory computer-readable medium having program code that is stored thereon, the program code executable by one or more processing devices for performing operations comprising:

determining a layout for dividing a display region of a user interface configured for displaying content objects into a plurality of virtual locations, each of the plurality of virtual locations is associated with a location priority, wherein the location priorities respectively associated with the plurality of virtual locations are determined based on respective frequencies of interaction by a plurality of users with the plurality of virtual locations in the user interface;

determining content objects for the plurality of virtual locations;

determining an order for the plurality of virtual locations according to the location priorities of the plurality of the virtual locations;

determining an allocation of the content objects to the plurality of virtual locations according to the order determined based on the location priorities of the plurality of the virtual locations; and

transmitting, to an online platform, a control message identifying the content objects and the allocation, wherein transmitting the control message to the online platform causes the content objects to be presented in the display region of the user interface according to the allocation.

16. The non-transitory computer-readable medium of claim 15 , wherein determining the allocation of the content objects to the virtual locations comprises:

determining a particular virtual location among the plurality of virtual locations that has a highest location priority; and

assigning a set of content objects to the particular virtual location.

17. The non-transitory computer-readable medium of claim 16 , wherein determining the allocation of the content objects to the virtual locations further comprises:

determining an additional virtual location among remaining virtual locations of the plurality of virtual locations that has a highest location priority;

adding one or more unassigned content objects from the set of content objects to an additional set of content objects for the additional virtual location;

removing, from the additional set of content objects for the additional virtual location, a content object that has been assigned to the particular virtual location; and

assigning the additional set of content objects to the additional virtual location.

18. The non-transitory computer-readable medium of claim 15 , wherein

the display region contains blocks;

each of the plurality of virtual locations contains one or more spots each configured for displaying a content object; and

each of the one or more spots occupies one or more of the blocks, wherein determining an allocation of the content objects to each of the plurality of virtual locations comprises determining an allocation of the content objects to the one or more spots in each of the plurality of virtual locations.

19. The non-transitory computer-readable medium of claim 15 , wherein a first virtual location has a higher location priority than a second virtual location based on historical interaction data indicating more frequent user interaction with the first virtual location than the second virtual location.

20. The non-transitory computer-readable medium of claim 15 , wherein the content objects for each of the plurality of virtual locations are determined based on content priorities associated with the content objects.