Meta Replaced Its Entire Algorithm (And Nobody Noticed)

Описание: Link for the description in reference to what I talk about:
https://arxiv.org/pdf/2403.02545

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Meta quietly swapped the engine running its entire ad algorithm, and most advertisers have no idea. In this breakdown, I, Caden Thompson explains "Wukong," the model that replaced Meta's old data-library system, and why it changes how you scale. The old algorithm boxed users into fixed categories and stored that memory forever; Wukong instead builds on the relationships between users, letting Meta predict behavior without the boxes, and letting Andromeda scale a single winning ad far wider than before.
The takeaway: stop fractionalizing your budget across dozens of concepts, feed the algorithm real engagement signals, and go deep on what's already working.