Facebook
Meta has outlined how AI improvements to its ad delivery are lifting results. The company said ranking upgrades in Q2 2026 brought 8.3% more ad clicks and a 15.7% rise in conversions on Facebook. It pointed to its Andromeda ranking system, the GEM recommendation model and GenRecs, which can now weigh more signals and predict relevance even for new ads with little engagement history.
Meta also reported that partnership ads, which let brands run campaigns with creators and partners, grew more than 97% year over year in Q3 and passed a $15 billion annual revenue run-rate. Its AI business assistant is reportedly delivering 5% more conversions at the same cost, and checkout options are being built into its AI agents, including Muse.
For clubs, leagues and athletes, the message is that Meta's systems increasingly reward broad targeting and fresh creative, so teams selling tickets, kits or memberships can lean on automation rather than narrow audiences. The surge in partnership ads is a strong signal for sponsorship activation: pairing sponsors with players or creator accounts in co-branded ads can extend reach and give partners measurable conversion results.
