# Exploring Hierarchical Interest Representation For Meta Ads Deep Funnel Optimization

DevFeed: [Exploring Hierarchical Interest Representation For Meta Ads Deep Funnel Optimization](<https://devfeed.tech/articles/exploring-hierarchical-interest-representation-for-meta-ads-deep-funnel-optimization-126.md>)

Original publisher: [Read original article](<https://engineering.fb.com/2026/07/15/ai-research/exploring-hierarchical-interest-representation-for-meta-ads-deep-funnel-optimization/>)

Author: Yuhui Ouyang; Di Wang; Sreedal Menon; Jie Tian

Published: 2026-07-15T17:00:52Z

Content type: article

Language: en

Sources: [Engineering at Meta](<https://devfeed.tech/sources/engineering-at-meta.md>), [Meta AI Research](<https://devfeed.tech/sources/meta-ai-research.md>)

Topics: [Optimization](<https://devfeed.tech/topics/optimization.md>), [Embeddings](<https://devfeed.tech/topics/embeddings.md>), [Graphs](<https://devfeed.tech/topics/graphs.md>), [recommendation systems](<https://devfeed.tech/topics/recommendation-systems.md>), [LLMs](<https://devfeed.tech/topics/llms.md>), [Artificial Intelligence](<https://devfeed.tech/topics/ai.md>), [Transformer](<https://devfeed.tech/topics/transformer.md>), [data](<https://devfeed.tech/topics/data.md>)

Tags: [ads](<https://devfeed.tech/tags/ads.md>), [ai](<https://devfeed.tech/tags/ai.md>), [ai-research](<https://devfeed.tech/tags/ai-research.md>), [data](<https://devfeed.tech/tags/data.md>), [embeddings](<https://devfeed.tech/tags/embeddings.md>), [engineering](<https://devfeed.tech/tags/engineering.md>), [frontier-ai](<https://devfeed.tech/tags/frontier-ai.md>), [generative](<https://devfeed.tech/tags/generative.md>), [learning](<https://devfeed.tech/tags/learning.md>), [meta](<https://devfeed.tech/tags/meta.md>), [optimization](<https://devfeed.tech/tags/optimization.md>), [personalization](<https://devfeed.tech/tags/personalization.md>), [reasoning](<https://devfeed.tech/tags/reasoning.md>), [research](<https://devfeed.tech/tags/research.md>), [retrieval](<https://devfeed.tech/tags/retrieval.md>), [scale](<https://devfeed.tech/tags/scale.md>)

## AI overview

Meta describes Hierarchical Interest Representation, an upstream system that learns unified embeddings for users, advertisers, products, and services. It combines graph learning, multimodal content processed through LLMs, engagement signals, and self-supervised distillation to improve personalization, retrieval, ranking, and deep-funnel advertising optimization.

## Source excerpt

Hierarchical Interest Representation is a research area for Meta Ads. We're exploring an upstream representation layer over the universe of Ads entities - users, advertisers, products, services - learning unified embeddings that connect users' inferred interests with the breadth of what advertisers offer in their deep funnel ads. The innovations in Hierarchical Interest Representation are [...] Read More... The post Exploring Hierarchical Interest Representation For Meta Ads Deep Funnel Optimization appeared first on Engineering at Meta.