
Exploring Hierarchical Interest Representation For Meta Ads Deep Funnel Optimization
7/15/2026
Introduced Hierarchical Interest Representation, an upstream representation layer for Meta Ads deep funnel optimization. This system utilizes a transformer-based graph learning architecture with bias-aware attention and self-supervised cross-view distillation to learn multi-hierarchical interest representations. It blends real-world knowledge (from multimodal advertiser and product content processed through LLMs) with engagement signals to enrich sparse interactions and generalize to rare entities. The system outputs universal embeddings for ads entities and Bag-of-Meaning interest tokens, trained end-to-end on billions of interactions. Key technical components include an enriched engagement graph (typed, weighted, time-decayed, heterogeneous), a transformer-based hierarchical encoder with graph-structural biases, and attention kernels designed for large-scale graphs.





















































































































































