Meta clarifies its use of AI in ad-matching with a redesigned transparency tool | Engadget

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Meta clarifies its use of AI in ad-matching with a redesigned transparency tool | Engadget
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Meta clarifies its use of AI in ad-matching with a redesigned transparency tool

Starting today, Meta is rolling out a new version of its “Why am I seeing this ad?” tool. The company says the redesigned interface is meant to provide users with more information about how their activities on Facebook and beyond inform the machine learning models that power its ad-matching software. If you’re unfamiliar with the tool, you can access it by clicking or tapping the three dots icon next to an ad on Facebook or Instagram.

Once you have access to the updated tool, you’ll see a summary of the actions on Meta’s platforms and other websites that may have informed the company’s machine-learning models. For instance, the page may note that you’re seeing an ad for a dress or suit because you interacted with style content on Facebook. Users will also see new examples and illustrations that attempt to explain how Meta’s machine learning algorithms work to deliver targeted ads.

. You’ll see a link to those settings from more pages accessible through the “Why am I seeing this ad?” tool.“We are committed to using machine learning models responsibly. Being transparent about how we use machine learning is essential because it ensures that people are aware that this technology is a part of our ads system and that they know the types of information it is using,” Meta said in a.

The company notes it worked with “external privacy experts and policy stakeholders” to collect input on how it could be more transparent about its ads system. Meta doesn’t say as much, but the changes likely represent an effort to ensure the company is compliant with the European Union’swhen it becomes law in 2024. The legislation has several provisions that apply directly to Meta, including one that mandates more transparency around how recommendation systems work.

More broadly, the changes come after Apple’s ad-tracking changes in iOS 14 significantly hurt Meta’s bottom line. One early report after iOS 14.5 went live estimated

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