Meta dévoile Andromeda, son nouveau système de machine learning pour la publicité

Artificial intelligence is now one of the driving forces behind the online publicité industry. The most successful publicité platforms have invested heavily in basées sur l'IA techniques to develop their products and thus their appeal to annonceurs. 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 publicité. 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.

Meta Andromeda: a machine learning system designed for retrieval

At la fin de the year, Meta a dévoilé un nouveau machine learning system. This will enable the American company to significativement improve its efficiency in the first stage of its ad recommendation system, namely the retrieval stage. This first stage involves selecting publicités de large volumes in order à link them to « publicité candidates ». It precedes a second stage, during which ranking models designed by Meta determine values to obtain the final set of publicités 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 publicités, due en particulier to the accessibility of publicités creation since the advent of highly automated campagnes. 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 publicité quickly afin de 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 publicités while adapting to constant changes.

un nouveau and particularly promising system

Thanks to the NVIDIA Grace Hopper Superchip, le nouveau Meta Andromeda system excels at ad retrieval. Meta thus ensures a real improvement in annonceurs’ efficiency and performance. Selon the American company, the deployment of this new system within Instagram and Facebook applications has amélioré the quality of ads by 8% in selected segments. annonceurs who did not use Advantage+ creative tools and who activated basées sur l'IA targeting features saw a significativement increase in the retour sur investissement of their publicité, 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 publicité. This information is now captured using advanced interaction features and new algorithms, improving the relevance and accuracy of recommendations. En conséquence, users can benefit de publicité that are much more personalised and tailored à their current needs, ensuring annonceurs a better retour sur investissement.

Would you like to take advantage of the arrival of Andromeda pour optimiser your performance on Meta’s publicité platform? Feel free to consult our Meta Ads agency.

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