Meta ads are all about serving users ads based on their past online interactions and behaviors. They use data from your browsing habits, search history, and other activities to deliver highly relevant and personalized ads.
When you visit a website or engage with an online platform, a “cookie” is placed on your device. This cookie tracks your activities, such as the websites you visit and the products you browse. This information helps build a profile that includes your interests, preferences, and demographics. Advertisers then use this data to target groups likely to be interested in their products or services.
With companies like Apple and Google shifting away from third-party cookies in early 2024, Meta has developed in-house data integrations through the Conversions API. This API directly connects an advertiser’s marketing data from their server, website, mobile app, or CRM to Meta’s systems. It optimizes ad targeting, reduces costs, and measures outcomes. Essentially, the Conversions API helps advertisers use their own data to improve ad targeting while respecting users’ privacy preferences without relying on third-party cookies.
Meta ads also harness advanced algorithms and machine learning to analyze and interpret collected data. These algorithms constantly evolve, enabling advertisers to create highly targeted ad campaigns that yield better results.