Meta drops per-item IDs in ads ranking: a shared semantic vocabulary lifts conversions 0.35%
Meta has replaced one dedicated ID per item in its ads recommendation system with a short sequence of tokens drawn from a stable semantic vocabulary, so the model can infer relevance for new ads that have no engagement history. Paired with Meta's Generative Ads Model and Adaptive Ranking Model, the representation delivered a 0.35% lift in conversions and is used for both retrieval and ranking.