Meta said upgrades to the AI systems that decide which ads people see raised Facebook ad clicks by 8.3% and conversions by 15.7% in the second quarter. Meta credited Andromeda, which picks the first pool of candidate ads and now considers more of each advertiser’s products, along with GEM, a model that now reads more signals from a user’s ad history, and GenRecs, which Meta says can place new ads that haven’t built up engagement yet. In the third quarter, Meta said Andromeda changes added another 1.4% in Facebook conversions. Meta’s ad business is also leaning on creators, with partnership ads, which run a brand’s campaign under a creator’s account, growing more than 97% YoY in Q3 to a run rate above $15B, CFO Susan Li said on Meta’s October 21 earnings call.
