Meta's AI system evaluates tens of millions of possible ads for every single ad slot and picks the best one for each individual user — replacing the older approach of targeting pre-defined audience groups.

Announced December 2024; global rollout completed October 2025. 10,000x more computationally complex than the previous system. Runs on NVIDIA Grace Hopper and Meta's own MTIA chips. Shifts from audience-first to creative-first ad delivery. Results: +6% retrieval recall, +8% ad quality, 22% ROAS increase for Advantage+ users. Works in tandem with GEM (Generative Ads Recommendation Model), which is LLM-based and drove 5% more conversions on Reels.