Meta Releases How To Use Machine Learning To Target Facebook Ads

Meta has just updated its Facebook ad transparency tool. (photo: dock. meta)

JAKARTA - Meta has just updated its Facebook ad transparency tool, which now includes information about how they use machine learning to show ads.

The tool is "Why do I see these ads?". The tool will provide information about how users' activity on and off the platform informs machine learning models.

In addition, this tool will also include new examples and illustrations to explain how the model connects various topics to display relevant ads.

"The information that is summarized becomes a topic of how you are doing both inside and outside of our technology, such as liking posts on friends' Facebook pages or interacting with your favorite sports website, can inform the machine learning model we use to shape and broadcast the ads you see," said Global Meta Ad and Monetization Privacy Director Pedro Pav? on the company's official website, quoted Wednesday, February 15.

"An example and a new illustration explaining how our machine learning model connects various topics to display relevant ads to you."

Meta is also working with external privacy experts and policy stakeholders from around the world to get input on transparency changes they want to see in the company's advertising systems.

"A consistent answer is that we have to improve transparency about how our machine learning model contributes to the ads people see in our services," said Pav

With this update, Meta aims to use the machine learning model responsibly.

"We are transparent about how to use machine learning, this is very important because it ensures that people know that this technology is part of our advertising system and they know the type of information it uses," explains Pav

Meta's changes make in Why am I seeing these ads?' reflects the feedback the company receives and is designed to provide people with clear information about machine learning models that help determine the ads they see.

"This new feature is the latest step in our ongoing evolution of "Why am I seeing these ads?" We will continue to refine our ad transparency offering and look for new ways to provide people with a better understanding of the way we use data and technology to show them ads," said Pav

To view the tool, users can click the three-dot menu in the upper right corner of any ad seen on Facebook Feeds and open "Why am I seeing this ad". If the explanation in the tool is not clear or confusing, Meta wants to hear it.

"You can use the feedback tools at the bottom Why do I see these ads? to tell us about your experience and how can we do better. As usual, you can still hide all the ads from certain advertisers and access your ad preferences from "Why am I looking at these ads?" the interface," concluded Pav

The latest version of Why am I seeing this ad? launched globally for Facebook users first, and in the future it will be extended to Instagram users.