Meta 称 AI 排序升级使 Facebook 广告转化率提升 15.7%，创作者合作广告年化规模破 150 亿美元
Meta says AI ranking upgrades lifted Facebook ad conversions 15.7%, as partnership ads with creators pass a $15B run rate
Meta 称 AI 排序系统升级在第二季度使 Facebook 广告点击率提升 8.3%、转化率提升 15.7%，第三季度 Andromeda 的调整又带来 1.4% 的转化提升。CFO Susan Li 在 10 月 21 日财报电话会上表示，在创作者账号下投放品牌广告的 partnership ads 第三季度同比增长超 97%，年化规模超过 150 亿美元。
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.
Paul Drecksler is the founder and editor of Shopifreaks, covering the most important stories in e-commerce.
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来源：shopifreaks · shopifreaks.com