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Artificial intelligence is now one of the driving forces behind the online advertising industry. The most successful advertising platforms have invested heavily in AI-based techniques to develop their products and thus their appeal to advertisers. Meta Ads is no exception to this rule and is launching Andromeda.
Through the development of the Advantage+ suite, the American giant has even established itself as a leader in the use of artificial intelligence for online advertising. Meta Ads does not intend to stop there, and plans to take another leap forward by developing a new machine learning system called Meta Andromeda.
At the end of the year, Meta unveiled a new machine learning system. This will enable the American company to significantly improve its efficiency in the first stage of its ad recommendation system, namely the retrieval stage. This first stage involves selecting adverts from large volumes in order to link them to “advertising candidates”. It precedes a second stage, during which ranking models designed by Meta determine values to obtain the final set of adverts to be shown to the user.
Meta Andromeda was designed to best address the two main challenges Meta faces in terms of recovery. The first is the increasing volume of adverts, due in particular to the accessibility of advert creation since the advent of highly automated campaigns. The other challenge is to make the right connections quickly and efficiently, so as to maintain maximum relevance in a constantly changing environment. “It is essential to select advertisements quickly in order to deliver them in a timely and relevant manner, as any delay can disrupt the experience,“ says Meta Ads.
Before the recent arrival of Meta Andromeda, the American company was limited to offering relatively limited customisation. This was because its previous machine learning systems were unable to effectively handle such large volumes of adverts while adapting to constant changes.
Thanks to the NVIDIA Grace Hopper Superchip, the new Meta Andromeda system excels at ad retrieval. Meta thus ensures a real improvement in advertisers’ efficiency and performance. According to the American company, the deployment of this new system within Instagram and Facebook applications has improved the quality of ads by 8% in selected segments. Advertisers who did not use Advantage+ creative tools and who activated AI-based targeting features saw a significant increase in the return on investment of their advertisements, estimated at an average of 22%.
These compelling results can be explained as follows: Meta Andromeda enables much smoother connections than in the past between people’s interests and the products or services offered through advertisements. This information is now captured using advanced interaction features and new algorithms, improving the relevance and accuracy of recommendations. As a result, users can benefit from advertisements that are much more personalised and tailored to their current needs, ensuring advertisers a better return on investment.
Would you like to take advantage of the arrival of Andromeda to optimise your performance on Meta’s advertising platform? Feel free to consult our Meta Ads agency.
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