PROVIDING COUPONS BASED ON INFORMATION ASSOCIATED WITH CONTENT PROVIDERS

Information associated with a content provider within an online system can be acquired. The information can include data about interactions performed by the content provider. A machine learning model can be applied to the information. A metric indicating a predicted likelihood that the content provider will perform an action related to a content item when the content provider is presented with a coupon for the content item can be determined. It can be determined that the metric satisfies specified threshold criteria. An opportunity to present the coupon to the content provider can be detected. The coupon and a communication can be provided to the content provider at the opportunity. The communication can encourage the content provider to perform the action related to the content item. An instruction to execute the action can be acquired from the content provider. The content item can be provided to users of the online system.