In 2025, Meta rolled out one of its most impactful advertising system upgrades in years.Some legacy accounts saw volatility. Others reported clear performance gains.At the core is a fundamental shift in how ads are matched to users.Meta has upgraded its recommendation engine.The platform moved from traditional vector dot-product matching to a neural network that understands user–content interaction intent. This change reshapes how targeting, creatives, and account structure work together. Source：《Hierarchical Structured Neural Network: Efficient Retrieval Scaling for Large Scale Recommendation》 1. From Interest Matching to Intent Understanding Under the new architecture, Meta no longer evaluates users and ads in isolation.It introduces an interaction layer that predicts whether a user is likely to act on a specific creative. As a result, […]