Meta Has A New Ad Ranking System Built On LLMs, Plus Upgrades To Andromeda And GEM

Meta introduced a new ad ranking system using large language models (LLMs) alongside upgrades to its Andromeda retrieval system and GEM recommendation model, boosting Facebook ad clicks by 8.3% and conversions by 15.7% in Q2. The new generative recommendations model (GenRecs) uses LLMs to analyze ad content by concepts rather than IDs, improving ad relevance even with limited engagement data.