How our ads system works

• We use your information to determine the ad interests most relevant to you. We try to predict your ad interests based on the information that we have, including any choices that you've made in ad preferences.
• Advertisers tell us which audience they want to reach based on who they think will be most interested. This can include things such as age, gender, location where advertisers want to show their ad or interests, such as women, based in Dublin, who like golf.
• We review the potential ads that we could show you to identify the most relevant ones. Our ads system automatically reviews all of the potential ads where you might fit the audience that advertisers want to reach. For example, you may see potential ads because you match the age range and interest category. We determine which ones to show you based on things such as whether it best achieves the advertiser's goal and is most relevant to you. To do this, we use algorithms and machine learning to order the ads that we may show you. We use different factors, such as the ad quality, the advertiser's desired audience and budget. We also consider how likely we think it is that you will react to the ad based on things such as your activity on Meta Products. Learn more.
• All of this information helps us show you the most relevant ads. When you see an ad on Meta Products (e.g. in your Feed on Facebook), we use this process to choose the most relevant ad to show you.