Improving Instagram notification management with machine learning and causal inference

This post details the application of machine learning and causal inference to optimize Instagram's daily digest push notifications. It moves beyond traditional click-through rate models to identify users who are likely to see content organically, thereby reducing notification volume without impacting user engagement. The post explains the use of uplift modeling and a randomized experiment to estimate incremental value, and an online approach with score transformation to stabilize sending rates, leading to improved user experience and reduced resource usage.