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🗝️ Facebook ads resurgence (vs Apple 🔒)
Read time: 2.8 minutes
Kole Ogundipe
May 17, 2023
Hey, Marketers.
In today’s edition: Meta announces AI projects to boost ad performance 🤖📈
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The WSJ reported that secret talks about a business partnership between Apple & Facebook broke down.
And then in April 2021, Apple pulled the rug on Facebook.
Apple released major ad tracking restrictions with iOS 14.5.
Which majorly reduced the effectiveness of Facebook advertising.
But slowly but surely Meta is recovering.
And it’s in large part thanks to AI.
Meta has a new ad-targeting system
Introducing “Meta Lattice” (!?!)
If you want to read 540 words from Meta’s official announcement here. You can hear all about…
“Latent people-advertiser engagement patterns from heterogeneous data sources, through multi-domain, multi-task learning and armed by sparse activation techniques” 😵💫
But… just in case you have something better to do, here’s what you need to know in 12 seconds:
Before: Meta’s ad data was super siloed
Meta keeps the data separate for ads that were placed in feeds, stories, reels, and other placements.
Same with the objective. Ads optimizing for conversion, traffic, and video views are siloed too.
Soon: Meta is bringing all that data together using AI
Meta Lattice will learn what signals lead to improved ad performance, across the different ad placements, objectives, and ad types they offer.
This gives Meta’s machine learning a bigger data set to learn from.
Which according to Meta means better predictions of who the right people are to show your ads.
And more conversions in your Facebook Ads Manager 🎉
Why we care?
According to Meta, they tested Lattice out on Instagram and it improved “ad quality” by 8%. And it should continue to get better.
Improvements in “ad quality” don’t directly help us pay the bills. But it should broadly correlate with more engagement and conversions.
Meta also announced they are building tools in their AI sandbox that will let advertisers:
Auto-generate ad copy text
Create product background images
Or do some simple image cropping
Today’s Headlines:
TikTok announced a music library helping artists to monetize their music by letting brands use it in their posts.
Uber wants to become a “super app” and is launching national and international flight booking for UK customers.
Amazon was clearly watching Google I/O. They are planning to build a “once in a generation transformation” of Search with AI.
Reddit is the latest to try to crack ‘Social Commerce’ - following announcements from Meta, Amazon & TikTok last week
Europe takes aim at ChatGPT with what might soon be the West’s first AI law… which might explain why Bard is not available in the EU.
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