GAS: Large-Scale Heterogeneous Personalization in Social Network Applications at Meta

In this paper, we introduce the Generalized Auto Segmentation (GAS), an end-to-end, cross-domain personalization platform developed at Meta. GAS is designed to optimize personalization policies for online experiments, operating independently of any specific server infrastructure. Our process begins with a seed experiment to collect user data, which is followed by feature logging and selection. User segmentation is then performed using a feature-threshold method. Specifically, we utilize simple combinations of single or dual features to identify concise, explainable, and sustainable user cohorts that enhance both business outcomes and user experience over the long term. Treatments and the reward function for these segments are refined through ParallAX, a novel methodology at Meta that uses offline estimates to optimize online metrics, ensuring impactful and precisely tailored interventions for diverse user groups. The deployment of GAS across various Meta productions has demonstrated its efficiency and effectiveness.