Back to Blog

Meta Outlines Its Evolving AI Ad Targeting Process, Which Is Improving Ad Performance

Meta Outlines Its Evolving AI Ad Targeting Process, Which Is Improving Ad Performance
Hotspex Media Team

Meta Outlines Its Evolving AI Ad Targeting Process, Which Is Improving Ad Performance

TLDR
  • Amid changes to online data collection that limit insights for ad targeting, Meta has developed new machine learning-based ad targeting models. The latest system, called 'Meta Lattice,' employs multiple data points and predictive technology to deliver more relevant ads to users without relying heavily on personal usage data.
Brief

This week, Meta provided an overview of its latest systematic update regarding ad targeting. The company introduced 'Meta Lattice,' a new ad delivery process that utilizes AI and predictive technology to enhance ad performance. Unlike previous approaches that measured individual elements in isolation, Meta's advanced predictive models now consider a broader range of data points to better understand individual behaviors.

This Year’s TV Upfronts: Upgrades To Targeting And Programmatic

TLDR
  • Programmers that held upfronts came bearing gifts for advertisers, most of which were packaged as improvements to ad targeting and/or buying. 
Brief

Netflix, Disney and Warner Bros. Discovery (WBD) all touted better ad targeting capabilities for streaming in response to a heightened focus on programmatic buying. And YouTube said it will launch unskippable 30-second spots on YouTube TV to convince buyers its impressions are premium. Meanwhile, the Writers Guild of America (WGA) protests continue, which caused Netflix to hold its event virtually instead.

How critical data pillars will increase brands’ confidence in CTV

TLDR
  • With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. 
Brief

Advertisers want to follow the eyeballs, and CTV ad spending is expected to grow by 14.4% this year. While brands are more likely to invest in CTV than linear, advertisers want to know that there is a transparent and assured way of demonstrating a return on investment on the channel. And while CTV might be the hot new thing, clarity around metrics, insights, and brand-safe, quality content is critical. For CTV to truly gain buyer confidence and mature, there are several goals that marketing teams are working to achieve.

  • Read the full article from Digiday

Want to Learn More?

Give us a shout and let us know how we can help.

More from the Blog

Season of Intent: Turning the Back-to-School Mindset Into Measurable Impact

Season of Intent: Turning the Back-to-School Mindset Into Measurable Impact

Back-to-school is a period of reset. People are actively researching, comparing, and discovering. It’s one of the few times during the year when shopping is not just about fulfilling a need, but about getting organized, upgrading routines, and trying something new. That’s a very specific kind of intent, and for advertisers, it’s gold

Read Story
Beyond the Click: Why Great Advertising Leaves a Mark

Beyond the Click: Why Great Advertising Leaves a Mark

Great advertising does more than sell. It connects, inspires, and influences how people think, feel, and act. The most impactful campaigns aren’t just seen, they’re remembered. Whether it’s an emotionally charged narrative, a beautifully crafted visual, or a bold media placement that lands at exactly the right time, great advertising makes people pause, reflect, and engage. It shapes conversations and culture.

Read Story
Meet Jesse, Engineering Manager at Hotspex Media

Meet Jesse, Engineering Manager at Hotspex Media

We’re excited to introduce Jesse Frankling, our new Engineering Manager, who brings a passion for people-first tech, scalable systems, and thoughtful leadership to the table. Keep reading to learn more about Jesse’s journey, what excites him most about the role, and his advice for anyone looking to break into the world of engineering and digital media.

Read Story