1. A method comprising, by one or more processors: receiving, from a client system of a user, a location associated with the user; calculating, by one or more of the processors, a novelty score of the location for the user, wherein the novelty score is determined based on a familiarity of the user with the location; and sending, to the client system of the user, one or more pieces of content for display to the user based at least in part on the calculated novelty score, wherein the pieces of content have a granularity inversely correlated with the novelty score, the granularity being defined at least in part by an extent of a geographic radius from the location.