Meta clarifies its use of AI in ad-matching with a redesigned transparency tool

Starting today, Meta is rolling out a new version of its "Why am I seeing this ad?" tool. The company says the redesigned interface is meant to provide users with more information about how their activities on Facebook and beyond inform the machine learning models that power its ad-matching software. If you're unfamiliar with the tool, you can access it by clicking or tapping the three dots icon next to an ad on Facebook or Instagram. Once you have access to the updated tool, you'll see a summary of the actions on Meta's platforms and other websites that may have informed the company's machine-learning models. For instance, the page may note that you're seeing an ad for a dress or suit because you interacted with style content on Facebook.