Objective‑based optimization
When advertisers choose an objective (Traffic, Conversions, Leads, Engagement), the system optimizes delivery to users most likely to take that action. It isn’t “neutral time”; it’s time shaped toward micro‑actions.
Behavioral modeling
- Traffic: people who frequently click links.
- Conversions: people likely to buy or complete a tracked action.
- Leads: people likely to fill forms; slow scrollers, form finishers.
- Engagement: people who like/comment/share often.
User‑level prediction
Profiles blend on‑platform behavior, off‑platform signals (pixels), device/app data, and demographics. For each campaign, the system computes: the probability you will click, buy, or sign up — and then shows you what maximizes that outcome.
The takeaway: these systems don’t just “show stuff.” They shape what you notice, feel, and do, minute by minute.