AI innovations at Meta that driver advertiser performance
- Meta recently detailed four AI tools and technique driving ad performance: Andromeda, Sequence Learning, Lattice, and GEM.
- Meta GEM (Generative Ads Recommendation Model) is a large-scale, generative AI model trained on thousands of GPUs to process trillions of data points and deliver hyper-personalized ad recommendations. Meta said during initial launch on Reels this year, it has increased ad conversions by up to 5%.
- Sequence Learning is a modeling technique that tracks the order of user actions before and after ad interactions, helping predict what ads are most relevant next. Since being adopted last year, it has delivered a 3% increase in conversions in tested segments.
- Andromeda is a new end-to-end ML system introduced in 2024 (hardware + software) that enables much more complex ad retrieval and personalization at scale. It has led to an 8% increase in ads quality, enhancing tools like Advantage+ and GenAI ad creative generation.
- Meta Lattice is a unified ad ranking system that allows Meta to generalize learning across ad formats and improve efficiency by operating fewer models. Launched in 2023, this model has increased ad quality by almost 12% and ad conversions by up to 6%.