--- title: "Exploring Hierarchical Interest Representation For Meta Ads Deep Funnel Optimization" url: https://daily.dev/posts/exploring-hierarchical-interest-representation-for-meta-ads-deep-funnel-optimization-rvb63bnai source_url: https://engineering.fb.com/2026/07/15/ai-research/exploring-hierarchical-interest-representation-for-meta-ads-deep-funnel-optimization type: article source: "Facebook Engineering\n" published: 2026-07-15T17:02:24.198Z updated: 2026-07-15T17:41:54.157Z tags: ["deep-learning", "recommendation-systems"] reading_time: 12 upvotes: 2 comments: 0 language: en --- > ## Documentation Index > Fetch the complete documentation index at: https://daily.dev/llms.txt > Use this file to discover all available pages before exploring further. # Exploring Hierarchical Interest Representation For Meta Ads Deep Funnel Optimization **[Facebook Engineering ](https://daily.dev/sources/facebook_code)** · 12 min read · 2 upvotes · 0 comments ## Summary Meta Engineering presents Hierarchical Interest Representation (HIR), a research system for improving deep funnel ad optimization. HIR builds an upstream representation layer over a massive heterogeneous graph of users, advertisers, products, and services. Key technical innovations include a transformer-based hierarchical encoder with bias-aware attention using FlexAttention for memory efficiency, self-supervised cross-view distillation via a teacher-student scheme, and multimodal knowledge enrichment through LLMs. The system outputs universal embeddings and Bag-of-Meaning (BoM) tokens that discretize interests for retrieval and ranking. Trained on billions of interactions, HIR is designed to plug into Meta's existing ads stack components like GEM, Andromeda, and the Adaptive Ranking Model to improve relevance for sparse deep-funnel signals. ## Full article daily.dev links to this article rather than hosting it. Read it at the original source: ## Similar posts on daily.dev - [How Meta Built a New AI-Powered Ads Model for 5% Better Conversions](https://daily.dev/posts/how-meta-built-a-new-ai-powered-ads-model-for-5-better-conversions-plmz0bqth) · ByteByteGo · 0 upvotes · 0 comments - [Meta’s Generative Ads Model \(GEM\): The Central Brain Accelerating Ads Recommendation AI Innovation](https://daily.dev/posts/meta-s-generative-ads-model-gem-the-central-brain-accelerating-ads-recommendation-ai-innovation-jduz74tbf) · Facebook Engineering · 1 upvotes · 0 comments --- Tags: [#deep-learning](https://daily.dev/tags/deep-learning), [#recommendation-systems](https://daily.dev/tags/recommendation-systems) [View this post on daily.dev](https://daily.dev/posts/exploring-hierarchical-interest-representation-for-meta-ads-deep-funnel-optimization-rvb63bnai)