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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TikTok for Business is promoting tiered first-30-day ad credit incentives for new self-serve SMB advertisers: spend $100 get $100, $500 get $500, or $1,500 get $1,500 plus 1-to-1 expert onboarding support, with a headline entry offer of 50% off first-month spend up to $200 and matching credits up to $6,000. Credits are applied within 7 days of hitting the highest threshold or after the 30-day accumulation window. Eligibility excludes agency, Business Center, and TikTok Shop accounts, and limits one ad account per new TikTok For Business account. For ad ops teams, these terms dictate budget pacing, account structure, and credit-expiry planning.
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MetaMeet the 2026 Meta Agency Award Winners
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