New update on machine learning and advertising transparency tools

Do you know how Facebook uses machine learning on the platform to answer “Why am I seeing this ad?” Not necessary? Luckily, Meta has updated Facebook’s ad transparency tools…

The Evolution Of Transparency On Facebook, Rather Good News!

“Being transparent about how we use machine learning is essential because it ensures that people are aware that this technology is part of our advertising system and know what types of information it uses. Does ,

With these words Pedro Pavón de Meta spoke to present the new update of Meta for Facebook.

he adds :

“We are committed to using machine learning models responsibly.”

Thus users get clear information about the advertisements they see with complete transparency. A way to make them comfortable with these ads and increase their chances of engaging with them. But some advertisers did not welcome this news in the same way, because if some saw it badly, for others, transparency is another opportunity to increase user engagement rate, which can naturally lead to better return on investment. Is.

Incidentally, Sprout Social has already revealed some interesting insights about transparency and trust in digital marketing, especially on social media.

When brands are honest and develop a history of transparency, nearly 9 out of 10 people will be willing to give them a second chance after bad experiences.

Meanwhile, 89% say a brand can regain their trust if it admits it made a mistake and is transparent about its steps to fix the problem.

Therefore, brands that prioritize transparency in their social media marketing strategies stand to benefit greatly:

As a reminder, outside privacy experts and political actors have suggested that the company increase transparency about how machine learning helps choose the ads it serves.

Specifically, Facebook will now shed light on how user activity on and off Facebook can inform its machine learning models and detail how these models work to connect topics.

It says it will now summarize ad targeting insights across topics that inform users about how their activity and engagement on Facebook outside of Facebook will inform machine learning models used in targeted advertising .

“Why am I seeing this ad?” The feature continues to be offered by clicking on the three-dot menu in the top right-hand corner of any ad running on Facebook.

However, you can still hide ads from specific advertisers and access your ad preferences in the tool.

Want to take a look? The updated version of the advertising tool is rolling out to global users on Facebook starting February 14, 2023, and will later be expanded to Instagram.

Source: meta

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