MetaGood Questions, Real Answers: How Does Facebook Use Machine Learning to Deliver Ads?
Summary
Facebook decides ads to show based on audience targeting by advertisers and an ad auction. Advertisers set targets via self-service tools using demographics, behaviors, or custom lists. Ads enter an auction where total value score combines bid, estimated action rate (predicted by machine learning from user behavior on/off Facebook), and ad quality score (from feedback and low-quality signals).
Machine learning improves over time with more data. Users can control ads via Ad Preferences, 'Why Am I Seeing This', and Off-Facebook Activity settings.
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