Why am I seeing ads from an advertiser on Instagram?
Here are some of the factors we might consider to show you ads.
Your activity on Meta technologies:
Some of your activity across the Meta Products may help us show you ads that we think you might be interested in. Your activity on Meta technologies might include:
  • People you follow and/or posts you like on Instagram
  • Ads you’ve clicked on
  • Content you create or interact with across Instagram and Facebook, if you have a Facebook account
  • Your information and interests on Facebook, if you have a Facebook account
  • Liking a post, story or reel
Your activity off Meta technologies
Your activity off Meta technologies is based on activity that businesses and organizations share with us about your interactions with them, such as visiting their apps or websites. This information is then shared with us via our Business Tools. We then use this information to do things like give you a more personalized experience on Instagram.
Manage how we use this information:
Advertiser choices
Advertisers want to connect with people they think will enjoy their products, so they make choices about who to show their ads to. The information about who an advertiser chooses to show their ads to can be found in “Why you're seeing this ad.”
A few things advertisers could use to help Instagram show you more personalized ads:
Profile information. Your age, location, gender or other information you provide on your profile. If you haven’t selected a gender, we may show you ads associated with a gender. Gender may be based on inferences from your profile and activity. We limit the options advertisers can use to show ads to teens.
Interests and categories. Some information you provide us, combined with your activity on or off Meta technologies, may help us think you’re interested in something, like cooking or fitness, or that you might be part of a larger group (called a category), like a mobile user. We can use your interests and categories to connect you with businesses who we think you might be interested in and advertisers can choose to include people with specific interests or who belong to certain categories of people in their audiences.
Lookalike Audiences. A lookalike audience is a way for advertisers to use Meta to reach people that may be similar to people that have already shown an interest in their business. We use some of the things you do or information you give us to help create lookalike audiences.
For example, an advertiser might tell us they’d like to show ads to people who may be similar to people who are already interested in their business (such as people who’ve followed their profile or visited their website). We match things like the interests or demographics (example: your city) of the people who are already interested in the business to help show ads to other people that we think might be interested in the advertiser’s business or products.
Custom audiences. Custom audiences are a way for advertisers to show their ads to a group of people who may have already interacted with their business. A few ways we help advertisers make Custom audiences:
  • Your activity on a business’s website or app. Advertisers can choose to add our Business Tools, like the Meta Pixel or Facebook SDK, to their website or app. These tools allow the advertiser to send information about people's interactions on their website or app to Meta, such as when someone makes a purchase or opens their app. This helps us show you ads that we think may be interesting to you.
  • Lists from a business. Advertisers may get information from you (like your email address) when you interact with them outside of Meta, like if you make a purchase in their store or create an account for a rewards program. They can create a hashed list with that information and upload it to Meta. We can match users using the list to help the advertiser reach people who may be interested in their business and without Meta learning any new identifying information about you. If you see another company using a list for an advertiser, it's likely because the advertiser is working with an advertising agency. For example, if Company X hires Agency Y to run its ads, Agency Y would upload its own list to Meta and Company X would use that list to show you ads.
  • Offline activity. Offline activity is activity you may do in a store, like make a purchase. If a business gives us this information, we can use it to help show their ads to people who may be interested in their business. We can also help businesses reach the right people by letting them know if their customers have engaged with their ads on Instagram or other Meta technologies.
Location information:
Your primary location is determined by features we use to support Instagram, including connection information, such as your device’s IP address and information from you and others who use Instagram.
Instagram uses your primary location to help keep your accounts secure, provide a more relevant experience on Instagram and show you ads for businesses and services you might be interested in.
Terms you’ve searched for on Instagram:
When you enter a keyword search term into the search bar, we may consider your search term to help inform the ads that may appear in your search results.
How machine learning helps us provide insight into why you saw an ad
We use machine learning models that mirror our ads delivery models to provide the insights found in “Why you're seeing this ad”. These models create and surface how certain activity both on and off Meta technologies contributed to Instagram showing you a particular ad.
For example, activities such as liking a post, clicking on an ad, or activity on websites, apps and products sent to us from advertisers can all contribute to why you’re seeing an ad. Meta’s use of your activity off Meta technologies depends on your ad settings. While these insights don’t represent all the factors contributing to delivering an ad, we use them to provide you with an informative and understandable view into some of the factors that contributed to why you saw an ad.
Ways to review and manage your information:
To learn more about the information we receive and how we use it, visit our Privacy Policy and Cookies Policy.
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