Facebook has updated the "Why am I seeing this ad?" button. This feature exists to show Facebook users why they are seeing a particular ad. With this new update, Meta has added additional information on Machine Learning to the button.
New Features & Updates
Meta will now include information on how machine learning plays a part in which Facebook ad you see.
Additional examples that show how machine learning connects you to your Facebook ads
Control, Meta will provide more ways for you to manage your ad preferences so you can determine which ads you do or do not see.
Machine Learning Transparency
Meta will now provide more detail into how machine learning works in the ad selection process. This includes how machine learning data points such as advertisers' bids, estimated auction rates, and ad quality affect the ad auction.
Advertiser bids - Marketers place bids. This is the offer an advertiser makes to advertise on Meta. The advertiser with the highest bid doesn't always win the ad auction because Facebook will choose the winner based on the total value score of all three factors combined.
Estimated Auction Rates - The predicted action rate is a prediction of your likelihood of performing the desired action for the advertiser, such as visiting their website or downloading their app. Facebook's machine learning algorithms may take into account both your online and offline activities to accomplish this.
Ad Quality - The quality of an advertisement is gauged by the ad quality score. Facebook's Machine learning models use a variety of data sources to calculate the ad quality score, including input from users who have viewed or hidden the ad as well as evaluations of low-quality qualities (such as excessive text in the ad's image, sensationalized language, or engagement bait).
Meta Ad Preferences
Secondly, Meta will allow you to customize these new updates in the Account Center.
This will allow users to easily access and manage their ad preferences at any time.
From here, users can add or remove interests from their targeting criteria or even opt out of seeing ads altogether.
To access your Facebook information you can go here.
To download your Facebook information you can go here.
Why Transparency With Machine Learning
Machine learning is becoming more important for businesses today.
In the past, Facebook has been targeted because of the amount of information it gathers and how it uses this to target Facebook users.
This has had the following effects:
Reduced demographic targeting in the Ads Manager
Apple IOS 14.5, which has reduced the ability of advertisers to track Facebook users
By stepping up transparency around how machine learning models work to deliver ads, Facebook is looking to create more security and accountability around its ad-tracking process.
Impact on Advertisers
This update from Meta has the potential to increase transparency and trust between advertisers and Facebook users. Facebook users will now be better able to tailor their advertising experience to their needs.
This change will also allow for advertisers to have more effective ad campaigns that are tailored to a specific audience’s interests.
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