Meta is launching its next iteration of the “Why am I seeing this ad?” tool that provides information to people on why they see certain ads on Facebook. The update is aimed at informing people how the company uses machine learning models to show users ads.
Meta said that users will be able to access “Why am I seeing this ad?” tool on Facebook and see information summarised into topics about how their activity both on and off its technologies. These activities include liking a post on a friend’s Facebook page or interacting with a sports website. These activities may inform the machine learning models that Meta uses to shape and deliver the ads.
“We worked closely with external privacy experts and policy stakeholders from around the world to get input on what transparency changes they want to see in our ads system. A consistent answer was that we should increase our transparency around how our machine learning models contribute to the ads people see on our services,” said Pedro Pavón, global director of ads and monetization privacy, in a blog post.
Why sharing the information with users
The company added that by informing users how its machine learning models work to deliver ads, it aims “to help people feel more secure and increase our accountability.”
Facebook parent Meta further added, “The changes we’re making to “Why am I seeing this ad?” reflect the feedback we’ve received and are designed to provide people with clear information about the machine learning models that help determine the ads they see.”
Meta said that users will be able to access “Why am I seeing this ad?” tool on Facebook and see information summarised into topics about how their activity both on and off its technologies. These activities include liking a post on a friend’s Facebook page or interacting with a sports website. These activities may inform the machine learning models that Meta uses to shape and deliver the ads.
“We worked closely with external privacy experts and policy stakeholders from around the world to get input on what transparency changes they want to see in our ads system. A consistent answer was that we should increase our transparency around how our machine learning models contribute to the ads people see on our services,” said Pedro Pavón, global director of ads and monetization privacy, in a blog post.
Why sharing the information with users
The company added that by informing users how its machine learning models work to deliver ads, it aims “to help people feel more secure and increase our accountability.”
Facebook parent Meta further added, “The changes we’re making to “Why am I seeing this ad?” reflect the feedback we’ve received and are designed to provide people with clear information about the machine learning models that help determine the ads they see.”
Where can users find “Why am I seeing this ad?”
Users can go to any ad they see in their Facebook Feed and click on the three-dot menu in the upper-right-hand corner. Navigate to “Why am I seeing this ad” to get an explanation on why you are seeing that ad.
The Mark Zuckerberg-led company also notes that the updated version of “Why am I seeing this ad?” is rolling out globally on Facebook first, and it is planning to expand it to Instagram in the future.
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