diff --git a/components/brave_ads/core/internal/serving/eligible_ads/pipelines/inline_content_ads/eligible_inline_content_ads_v2_unittest.cc b/components/brave_ads/core/internal/serving/eligible_ads/pipelines/inline_content_ads/eligible_inline_content_ads_v2_unittest.cc
index 34a8d617fd5a..1039915e2f9d 100644
--- a/components/brave_ads/core/internal/serving/eligible_ads/pipelines/inline_content_ads/eligible_inline_content_ads_v2_unittest.cc
+++ b/components/brave_ads/core/internal/serving/eligible_ads/pipelines/inline_content_ads/eligible_inline_content_ads_v2_unittest.cc
@@ -41,64 +41,73 @@ TEST_F(BraveAdsEligibleInlineContentAdsV2Test, GetAds) {
   // Arrange
   CreativeInlineContentAdList creative_ads;
 
-  CreativeInlineContentAdInfo creative_ad_1 =
-      test::BuildCreativeInlineContentAd(/*should_generate_random_uuids=*/true);
-  creative_ad_1.segment = "foo-bar1";
+  const CreativeInlineContentAdInfo creative_ad_1 =
+      test::BuildCreativeInlineContentAd(/*should_use_random_uuids=*/true);
   creative_ads.push_back(creative_ad_1);
 
   CreativeInlineContentAdInfo creative_ad_2 =
-      test::BuildCreativeInlineContentAd(/*should_generate_random_uuids=*/true);
-  creative_ad_2.segment = "foo-bar3";
+      test::BuildCreativeInlineContentAd(/*should_use_random_uuids=*/true);
+  creative_ad_2.segment = "parent";
   creative_ads.push_back(creative_ad_2);
 
+  CreativeInlineContentAdInfo creative_ad_3 =
+      test::BuildCreativeInlineContentAd(/*should_use_random_uuids=*/true);
+  creative_ad_3.segment = "parent-child";
+  creative_ads.push_back(creative_ad_3);
+
   database::SaveCreativeInlineContentAds(creative_ads);
 
   // Act & Assert
   base::MockCallback<EligibleAdsCallback<CreativeInlineContentAdList>> callback;
-  EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::SizeIs(1)));
+  EXPECT_CALL(callback, Run(CreativeInlineContentAdList{creative_ad_1}));
   eligible_ads_->GetForUserModel(
       UserModelInfo{
-          IntentUserModelInfo{SegmentList{"foo-bar1", "foo-bar2"}},
+          IntentUserModelInfo{},
           LatentInterestUserModelInfo{},
-          InterestUserModelInfo{SegmentList{"foo-bar3"}},
+          InterestUserModelInfo{SegmentList{"untargeted"}},
       },
       /*dimensions=*/"200x100", callback.Get());
 }
 
-TEST_F(BraveAdsEligibleInlineContentAdsV2Test, GetAdsForNoSegments) {
+TEST_F(BraveAdsEligibleInlineContentAdsV2Test, GetAdsForNoMatchingSegments) {
   // Arrange
   CreativeInlineContentAdList creative_ads;
 
   CreativeInlineContentAdInfo creative_ad_1 =
-      test::BuildCreativeInlineContentAd(/*should_generate_random_uuids=*/true);
-  creative_ad_1.segment = "foo";
+      test::BuildCreativeInlineContentAd(/*should_use_random_uuids=*/true);
+  creative_ad_1.segment = "parent";
   creative_ads.push_back(creative_ad_1);
 
   CreativeInlineContentAdInfo creative_ad_2 =
-      test::BuildCreativeInlineContentAd(/*should_generate_random_uuids=*/true);
-  creative_ad_2.segment = "foo-bar";
+      test::BuildCreativeInlineContentAd(/*should_use_random_uuids=*/true);
+  creative_ad_2.segment = "parent-child";
   creative_ads.push_back(creative_ad_2);
 
   database::SaveCreativeInlineContentAds(creative_ads);
 
   // Act & Assert
   base::MockCallback<EligibleAdsCallback<CreativeInlineContentAdList>> callback;
-  EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::SizeIs(1)));
+  EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::IsEmpty()));
   eligible_ads_->GetForUserModel(/*user_model=*/{}, /*dimensions=*/"200x100",
                                  callback.Get());
 }
 
 TEST_F(BraveAdsEligibleInlineContentAdsV2Test,
        DoNotGetAdsForNonExistentDimensions) {
+  // Arrange
+  CreativeInlineContentAdList creative_ads;
+
+  const CreativeInlineContentAdInfo creative_ad =
+      test::BuildCreativeInlineContentAd(/*should_use_random_uuids=*/true);
+  creative_ads.push_back(creative_ad);
+
+  database::SaveCreativeInlineContentAds(creative_ads);
+
   // Act & Assert
   base::MockCallback<EligibleAdsCallback<CreativeInlineContentAdList>> callback;
   EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::IsEmpty()));
-  eligible_ads_->GetForUserModel(
-      UserModelInfo{
-          IntentUserModelInfo{SegmentList{"intent-foo", "intent-bar"}},
-          LatentInterestUserModelInfo{},
-          InterestUserModelInfo{SegmentList{"interest-foo", "interest-bar"}}},
-      /*dimensions=*/"?x?", callback.Get());
+  eligible_ads_->GetForUserModel(UserModelInfo{},
+                                 /*dimensions=*/"?x?", callback.Get());
 }
 
 TEST_F(BraveAdsEligibleInlineContentAdsV2Test, DoNotGetAdsIfNoEligibleAds) {
@@ -107,9 +116,9 @@ TEST_F(BraveAdsEligibleInlineContentAdsV2Test, DoNotGetAdsIfNoEligibleAds) {
   EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::IsEmpty()));
   eligible_ads_->GetForUserModel(
       UserModelInfo{
-          IntentUserModelInfo{SegmentList{"intent-foo", "intent-bar"}},
+          IntentUserModelInfo{SegmentList{"parent-child", "parent"}},
           LatentInterestUserModelInfo{},
-          InterestUserModelInfo{SegmentList{"interest-foo", "interest-bar"}}},
+          InterestUserModelInfo{SegmentList{"parent-child", "parent"}}},
       /*dimensions=*/"200x100", callback.Get());
 }
 
diff --git a/components/brave_ads/core/internal/serving/eligible_ads/pipelines/new_tab_page_ads/eligible_new_tab_page_ads_v2_unittest.cc b/components/brave_ads/core/internal/serving/eligible_ads/pipelines/new_tab_page_ads/eligible_new_tab_page_ads_v2_unittest.cc
index caaeea45c85f..2d42b57ba7e8 100644
--- a/components/brave_ads/core/internal/serving/eligible_ads/pipelines/new_tab_page_ads/eligible_new_tab_page_ads_v2_unittest.cc
+++ b/components/brave_ads/core/internal/serving/eligible_ads/pipelines/new_tab_page_ads/eligible_new_tab_page_ads_v2_unittest.cc
@@ -40,47 +40,50 @@ TEST_F(BraveAdsEligibleNewTabPageAdsV2Test, GetAds) {
   // Arrange
   CreativeNewTabPageAdList creative_ads;
 
-  CreativeNewTabPageAdInfo creative_ad_1 =
-      test::BuildCreativeNewTabPageAd(/*should_generate_random_uuids=*/true);
-  creative_ad_1.segment = "foo-bar1";
+  const CreativeNewTabPageAdInfo creative_ad_1 =
+      test::BuildCreativeNewTabPageAd(/*should_use_random_uuids=*/true);
   creative_ads.push_back(creative_ad_1);
 
   CreativeNewTabPageAdInfo creative_ad_2 =
-      test::BuildCreativeNewTabPageAd(/*should_generate_random_uuids=*/true);
-  creative_ad_2.segment = "foo-bar3";
+      test::BuildCreativeNewTabPageAd(/*should_use_random_uuids=*/true);
+  creative_ad_2.segment = "parent";
   creative_ads.push_back(creative_ad_2);
 
+  CreativeNewTabPageAdInfo creative_ad_3 =
+      test::BuildCreativeNewTabPageAd(/*should_use_random_uuids=*/true);
+  creative_ad_3.segment = "parent-child";
+  creative_ads.push_back(creative_ad_3);
+
   database::SaveCreativeNewTabPageAds(creative_ads);
 
   // Act & Assert
   base::MockCallback<EligibleAdsCallback<CreativeNewTabPageAdList>> callback;
-  EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::SizeIs(1)));
+  EXPECT_CALL(callback, Run(CreativeNewTabPageAdList{creative_ad_1}));
   eligible_ads_->GetForUserModel(
-      UserModelInfo{IntentUserModelInfo{SegmentList{"foo-bar1", "foo-bar2"}},
-                    LatentInterestUserModelInfo{},
-                    InterestUserModelInfo{SegmentList{"foo-bar3"}}},
+      UserModelInfo{IntentUserModelInfo{}, LatentInterestUserModelInfo{},
+                    InterestUserModelInfo{SegmentList{"untargeted"}}},
       callback.Get());
 }
 
-TEST_F(BraveAdsEligibleNewTabPageAdsV2Test, GetAdsForNoSegments) {
+TEST_F(BraveAdsEligibleNewTabPageAdsV2Test, GetAdsForNoMatchingSegments) {
   // Arrange
   CreativeNewTabPageAdList creative_ads;
 
   CreativeNewTabPageAdInfo creative_ad_1 =
-      test::BuildCreativeNewTabPageAd(/*should_generate_random_uuids=*/true);
-  creative_ad_1.segment = "foo";
+      test::BuildCreativeNewTabPageAd(/*should_use_random_uuids=*/true);
+  creative_ad_1.segment = "parent";
   creative_ads.push_back(creative_ad_1);
 
   CreativeNewTabPageAdInfo creative_ad_2 =
-      test::BuildCreativeNewTabPageAd(/*should_generate_random_uuids=*/true);
-  creative_ad_2.segment = "foo-bar";
+      test::BuildCreativeNewTabPageAd(/*should_use_random_uuids=*/true);
+  creative_ad_2.segment = "parent-child";
   creative_ads.push_back(creative_ad_2);
 
   database::SaveCreativeNewTabPageAds(creative_ads);
 
   // Act & Assert
   base::MockCallback<EligibleAdsCallback<CreativeNewTabPageAdList>> callback;
-  EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::SizeIs(1)));
+  EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::IsEmpty()));
   eligible_ads_->GetForUserModel(/*user_model=*/{}, callback.Get());
 }
 
@@ -90,9 +93,9 @@ TEST_F(BraveAdsEligibleNewTabPageAdsV2Test, DoNotGetAdsIfNoEligibleAds) {
   EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::IsEmpty()));
   eligible_ads_->GetForUserModel(
       UserModelInfo{
-          IntentUserModelInfo{SegmentList{"intent-foo", "intent-boo"}},
+          IntentUserModelInfo{SegmentList{"parent-child", "parent"}},
           LatentInterestUserModelInfo{},
-          InterestUserModelInfo{SegmentList{"interest-foo", "interest-bar"}}},
+          InterestUserModelInfo{SegmentList{"parent-child", "parent"}}},
       callback.Get());
 }
 
diff --git a/components/brave_ads/core/internal/serving/eligible_ads/pipelines/notification_ads/eligible_notification_ads_v2_unittest.cc b/components/brave_ads/core/internal/serving/eligible_ads/pipelines/notification_ads/eligible_notification_ads_v2_unittest.cc
index e04cabd396ce..8afdc9c5b8dd 100644
--- a/components/brave_ads/core/internal/serving/eligible_ads/pipelines/notification_ads/eligible_notification_ads_v2_unittest.cc
+++ b/components/brave_ads/core/internal/serving/eligible_ads/pipelines/notification_ads/eligible_notification_ads_v2_unittest.cc
@@ -41,13 +41,13 @@ TEST_F(BraveAdsEligibleNotificationAdsV2Test, GetAds) {
   CreativeNotificationAdList creative_ads;
 
   CreativeNotificationAdInfo creative_ad_1 =
-      test::BuildCreativeNotificationAd(/*should_generate_random_uuids=*/true);
-  creative_ad_1.segment = "foo-bar1";
+      test::BuildCreativeNotificationAd(/*should_use_random_uuids=*/true);
+  creative_ad_1.segment = "parent-child-1";
   creative_ads.push_back(creative_ad_1);
 
   CreativeNotificationAdInfo creative_ad_2 =
-      test::BuildCreativeNotificationAd(/*should_generate_random_uuids=*/true);
-  creative_ad_2.segment = "foo-bar3";
+      test::BuildCreativeNotificationAd(/*should_use_random_uuids=*/true);
+  creative_ad_2.segment = "parent-child-3";
   creative_ads.push_back(creative_ad_2);
 
   database::SaveCreativeNotificationAds(creative_ads);
@@ -56,31 +56,32 @@ TEST_F(BraveAdsEligibleNotificationAdsV2Test, GetAds) {
   base::MockCallback<EligibleAdsCallback<CreativeNotificationAdList>> callback;
   EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::SizeIs(1)));
   eligible_ads_->GetForUserModel(
-      UserModelInfo{IntentUserModelInfo{SegmentList{"foo-bar1", "foo-bar2"}},
-                    LatentInterestUserModelInfo{},
-                    InterestUserModelInfo{SegmentList{"foo-bar3"}}},
+      UserModelInfo{
+          IntentUserModelInfo{SegmentList{"parent-child-1", "parent-child-2"}},
+          LatentInterestUserModelInfo{},
+          InterestUserModelInfo{SegmentList{"parent-child-3"}}},
       callback.Get());
 }
 
-TEST_F(BraveAdsEligibleNotificationAdsV2Test, GetAdsForNoSegments) {
+TEST_F(BraveAdsEligibleNotificationAdsV2Test, GetAdsForNoMatchingSegments) {
   // Arrange
   CreativeNotificationAdList creative_ads;
 
   CreativeNotificationAdInfo creative_ad_1 =
-      test::BuildCreativeNotificationAd(/*should_generate_random_uuids=*/true);
-  creative_ad_1.segment = "foo";
+      test::BuildCreativeNotificationAd(/*should_use_random_uuids=*/true);
+  creative_ad_1.segment = "parent";
   creative_ads.push_back(creative_ad_1);
 
   CreativeNotificationAdInfo creative_ad_2 =
-      test::BuildCreativeNotificationAd(/*should_generate_random_uuids=*/true);
-  creative_ad_2.segment = "foo-bar";
+      test::BuildCreativeNotificationAd(/*should_use_random_uuids=*/true);
+  creative_ad_2.segment = "parent-child";
   creative_ads.push_back(creative_ad_2);
 
   database::SaveCreativeNotificationAds(creative_ads);
 
   // Act & Assert
   base::MockCallback<EligibleAdsCallback<CreativeNotificationAdList>> callback;
-  EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::SizeIs(1)));
+  EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::IsEmpty()));
   eligible_ads_->GetForUserModel(/*user_model=*/{}, callback.Get());
 }
 
@@ -90,9 +91,9 @@ TEST_F(BraveAdsEligibleNotificationAdsV2Test, DoNotGetAdsIfNoEligibleAds) {
   EXPECT_CALL(callback, Run(/*creative_ads=*/::testing::IsEmpty()));
   eligible_ads_->GetForUserModel(
       UserModelInfo{
-          IntentUserModelInfo{SegmentList{"intent-foo", "intent-bar"}},
+          IntentUserModelInfo{SegmentList{"parent-child", "parent"}},
           LatentInterestUserModelInfo{},
-          InterestUserModelInfo{SegmentList{"interest-foo", "interest-bar"}}},
+          InterestUserModelInfo{SegmentList{"parent-child", "parent"}}},
       callback.Get());
 }
 
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/creative_ad_model_based_predictor_util_unittest.cc b/components/brave_ads/core/internal/serving/prediction/model_based/creative_ad_model_based_predictor_util_unittest.cc
index 2a0b47798ddb..5672c71fc53c 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/creative_ad_model_based_predictor_util_unittest.cc
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/creative_ad_model_based_predictor_util_unittest.cc
@@ -81,7 +81,7 @@ TEST_F(BraveAdsCreativeAdModelBasedPredictorUtilTest,
       .value = false;
   expected_creative_ad_predictor_1.input_variable.interest_segment
       .parent_matches.value = true;
-  expected_creative_ad_predictor_1.score = 3.0;
+  expected_creative_ad_predictor_1.score = 2.0;
   expected_creative_ad_predictors.push_back(expected_creative_ad_predictor_1);
 
   CreativeAdModelBasedPredictorInfo<CreativeNotificationAdInfo>
@@ -101,7 +101,7 @@ TEST_F(BraveAdsCreativeAdModelBasedPredictorUtilTest,
       .parent_matches.value = false;
   expected_creative_ad_predictor_2.input_variable.last_seen_ad.value =
       base::Hours(3);
-  expected_creative_ad_predictor_2.score = 0.125;
+  expected_creative_ad_predictor_2.score = 0.0;
   expected_creative_ad_predictors.push_back(expected_creative_ad_predictor_2);
 
   CreativeAdModelBasedPredictorInfo<CreativeNotificationAdInfo>
@@ -119,7 +119,7 @@ TEST_F(BraveAdsCreativeAdModelBasedPredictorUtilTest,
       .value = true;
   expected_creative_ad_predictor_3.input_variable.interest_segment
       .parent_matches.value = true;
-  expected_creative_ad_predictor_3.score = 3.0;
+  expected_creative_ad_predictor_3.score = 2.0;
   expected_creative_ad_predictors.push_back(expected_creative_ad_predictor_3);
 
   EXPECT_EQ(expected_creative_ad_predictors, creative_ad_predictors);
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/creative_inline_content_ad_model_based_predictor_feature.h b/components/brave_ads/core/internal/serving/prediction/model_based/creative_inline_content_ad_model_based_predictor_feature.h
index e13ea2bbce46..9f8d9a2d0a1c 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/creative_inline_content_ad_model_based_predictor_feature.h
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/creative_inline_content_ad_model_based_predictor_feature.h
@@ -48,7 +48,7 @@ inline constexpr base::FeatureParam<double>
 inline constexpr base::FeatureParam<double>
     kInlineContentAdLastSeenPredictorWeight{
         &kCreativeInlineContentAdModelBasedPredictorFeature,
-        "last_seen_ad_predictor_weight", 1.0};
+        "last_seen_ad_predictor_weight", 0.0};
 
 }  // namespace brave_ads
 
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/creative_inline_content_ad_model_based_predictor_feature_unittest.cc b/components/brave_ads/core/internal/serving/prediction/model_based/creative_inline_content_ad_model_based_predictor_feature_unittest.cc
index d482a426bf6f..96eaa0a81777 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/creative_inline_content_ad_model_based_predictor_feature_unittest.cc
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/creative_inline_content_ad_model_based_predictor_feature_unittest.cc
@@ -268,7 +268,7 @@ TEST(BraveAdsCreativeInlineContentAdModelBasedPredictorFeatureTest,
 TEST(BraveAdsCreativeInlineContentAdModelBasedPredictorFeatureTest,
      DefaultLastSeenAdPredictorWeight) {
   // Act & Assert
-  EXPECT_DOUBLE_EQ(1.0, kInlineContentAdLastSeenPredictorWeight.Get());
+  EXPECT_DOUBLE_EQ(0.0, kInlineContentAdLastSeenPredictorWeight.Get());
 }
 
 TEST(BraveAdsCreativeInlineContentAdModelBasedPredictorFeatureTest,
@@ -279,7 +279,7 @@ TEST(BraveAdsCreativeInlineContentAdModelBasedPredictorFeatureTest,
       kCreativeInlineContentAdModelBasedPredictorFeature);
 
   // Act & Assert
-  EXPECT_DOUBLE_EQ(1.0, kInlineContentAdLastSeenPredictorWeight.Get());
+  EXPECT_DOUBLE_EQ(0.0, kInlineContentAdLastSeenPredictorWeight.Get());
 }
 
 }  // namespace brave_ads
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/creative_new_tab_page_ad_model_based_predictor_feature.h b/components/brave_ads/core/internal/serving/prediction/model_based/creative_new_tab_page_ad_model_based_predictor_feature.h
index a89bec3abfaf..4c09447c51cc 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/creative_new_tab_page_ad_model_based_predictor_feature.h
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/creative_new_tab_page_ad_model_based_predictor_feature.h
@@ -48,7 +48,7 @@ inline constexpr base::FeatureParam<double>
 inline constexpr base::FeatureParam<double>
     kNewTabPageAdLastSeenPredictorWeight{
         &kCreativeNewTabPageAdModelBasedPredictorFeature,
-        "last_seen_ad_predictor_weight", 1.0};
+        "last_seen_ad_predictor_weight", 0.0};
 
 }  // namespace brave_ads
 
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/creative_new_tab_page_ad_model_based_predictor_feature_unittest.cc b/components/brave_ads/core/internal/serving/prediction/model_based/creative_new_tab_page_ad_model_based_predictor_feature_unittest.cc
index e438b0e67387..6847232e606c 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/creative_new_tab_page_ad_model_based_predictor_feature_unittest.cc
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/creative_new_tab_page_ad_model_based_predictor_feature_unittest.cc
@@ -256,7 +256,7 @@ TEST(BraveAdsCreativeNewTabPageAdModelBasedPredictorFeatureTest,
 TEST(BraveAdsCreativeNewTabPageAdModelBasedPredictorFeatureTest,
      DefaultLastSeenAdPredictorWeight) {
   // Act & Assert
-  EXPECT_DOUBLE_EQ(1.0, kNewTabPageAdLastSeenPredictorWeight.Get());
+  EXPECT_DOUBLE_EQ(0.0, kNewTabPageAdLastSeenPredictorWeight.Get());
 }
 
 TEST(BraveAdsCreativeNewTabPageAdModelBasedPredictorFeatureTest,
@@ -267,7 +267,7 @@ TEST(BraveAdsCreativeNewTabPageAdModelBasedPredictorFeatureTest,
       kCreativeNewTabPageAdModelBasedPredictorFeature);
 
   // Act & Assert
-  EXPECT_DOUBLE_EQ(1.0, kNewTabPageAdLastSeenPredictorWeight.Get());
+  EXPECT_DOUBLE_EQ(0.0, kNewTabPageAdLastSeenPredictorWeight.Get());
 }
 
 }  // namespace brave_ads
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/creative_notification_ad_model_based_predictor_feature.h b/components/brave_ads/core/internal/serving/prediction/model_based/creative_notification_ad_model_based_predictor_feature.h
index b2d5f986959f..78dd0c8bcb3f 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/creative_notification_ad_model_based_predictor_feature.h
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/creative_notification_ad_model_based_predictor_feature.h
@@ -48,7 +48,7 @@ inline constexpr base::FeatureParam<double>
 inline constexpr base::FeatureParam<double>
     kNotificationAdLastSeenPredictorWeight{
         &kCreativeNotificationAdModelBasedPredictorFeature,
-        "last_seen_ad_predictor_weight", 1.0};
+        "last_seen_ad_predictor_weight", 0.0};
 
 }  // namespace brave_ads
 
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/creative_notification_ad_model_based_predictor_feature_unittest.cc b/components/brave_ads/core/internal/serving/prediction/model_based/creative_notification_ad_model_based_predictor_feature_unittest.cc
index 7514ebec9828..61ca7ad776ea 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/creative_notification_ad_model_based_predictor_feature_unittest.cc
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/creative_notification_ad_model_based_predictor_feature_unittest.cc
@@ -264,7 +264,7 @@ TEST(BraveAdsCreativeNotificationAdModelBasedPredictorFeatureTest,
 TEST(BraveAdsCreativeNotificationAdModelBasedPredictorFeatureTest,
      DefaultLastSeenAdPredictorWeight) {
   // Act & Assert
-  EXPECT_DOUBLE_EQ(1.0, kNotificationAdLastSeenPredictorWeight.Get());
+  EXPECT_DOUBLE_EQ(0.0, kNotificationAdLastSeenPredictorWeight.Get());
 }
 
 TEST(BraveAdsCreativeNotificationAdModelBasedPredictorFeatureTest,
@@ -275,7 +275,7 @@ TEST(BraveAdsCreativeNotificationAdModelBasedPredictorFeatureTest,
       kCreativeNotificationAdModelBasedPredictorFeature);
 
   // Act & Assert
-  EXPECT_DOUBLE_EQ(1.0, kNotificationAdLastSeenPredictorWeight.Get());
+  EXPECT_DOUBLE_EQ(0.0, kNotificationAdLastSeenPredictorWeight.Get());
 }
 
 }  // namespace brave_ads
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/input_variable/last_seen/creative_ad_model_based_predictor_last_seen_input_variable_info.h b/components/brave_ads/core/internal/serving/prediction/model_based/input_variable/last_seen/creative_ad_model_based_predictor_last_seen_input_variable_info.h
index 62a8d8377e9a..e77cdd6d08c7 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/input_variable/last_seen/creative_ad_model_based_predictor_last_seen_input_variable_info.h
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/input_variable/last_seen/creative_ad_model_based_predictor_last_seen_input_variable_info.h
@@ -18,7 +18,7 @@ struct CreativeAdModelBasedPredictorLastSeenInputVariableInfo final {
 
   // The time delta since the last time the user saw an ad.
   std::optional<base::TimeDelta> value;
-  double weight = 1.0;
+  double weight = 0.0;
 };
 
 }  // namespace brave_ads
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/scoring/creative_ad_model_based_predictor_scoring_unittest.cc b/components/brave_ads/core/internal/serving/prediction/model_based/scoring/creative_ad_model_based_predictor_scoring_unittest.cc
index 0166ab2472e0..e5086cfa6c2f 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/scoring/creative_ad_model_based_predictor_scoring_unittest.cc
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/scoring/creative_ad_model_based_predictor_scoring_unittest.cc
@@ -46,7 +46,7 @@ TEST_F(BraveAdsCreativeAdModelBasedPredictorScoringTest,
           test::BuildCreativeAdModelBasedPredictorWeights());
 
   // Act & Assert
-  EXPECT_DOUBLE_EQ(3.2916666666666665,
+  EXPECT_DOUBLE_EQ(3.0,
                    ComputeCreativeAdModelBasedPredictorScore(input_variable));
 }
 
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/scoring/last_seen/creative_ad_model_based_predictor_last_seen_scoring_unittest.cc b/components/brave_ads/core/internal/serving/prediction/model_based/scoring/last_seen/creative_ad_model_based_predictor_last_seen_scoring_unittest.cc
index f1cf00000b8b..7e5dd046fac8 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/scoring/last_seen/creative_ad_model_based_predictor_last_seen_scoring_unittest.cc
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/scoring/last_seen/creative_ad_model_based_predictor_last_seen_scoring_unittest.cc
@@ -21,8 +21,7 @@ TEST(BraveAdsCreativeAdModelBasedPredictorLastSeenScoringTest,
   last_seen_input_variable.value = base::Hours(7);
 
   // Act & Assert
-  EXPECT_DOUBLE_EQ(0.29166666666666669,
-                   ComputeLastSeenScore(last_seen_input_variable));
+  EXPECT_DOUBLE_EQ(0.0, ComputeLastSeenScore(last_seen_input_variable));
 }
 
 TEST(BraveAdsCreativeAdModelBasedPredictorLastSeenScoringTest,
@@ -32,7 +31,7 @@ TEST(BraveAdsCreativeAdModelBasedPredictorLastSeenScoringTest,
       last_seen_input_variable;
 
   // Act & Assert
-  EXPECT_DOUBLE_EQ(1.0, ComputeLastSeenScore(last_seen_input_variable));
+  EXPECT_DOUBLE_EQ(0.0, ComputeLastSeenScore(last_seen_input_variable));
 }
 
 TEST(BraveAdsCreativeAdModelBasedPredictorLastSeenScoringTest,
@@ -43,7 +42,7 @@ TEST(BraveAdsCreativeAdModelBasedPredictorLastSeenScoringTest,
   last_seen_input_variable.value = base::Days(1) + base::Milliseconds(1);
 
   // Act & Assert
-  EXPECT_DOUBLE_EQ(1.0, ComputeLastSeenScore(last_seen_input_variable));
+  EXPECT_DOUBLE_EQ(0.0, ComputeLastSeenScore(last_seen_input_variable));
 }
 
 }  // namespace brave_ads
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_ad_model_based_predictor_weights_builder_unittest.cc b/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_ad_model_based_predictor_weights_builder_unittest.cc
index 1a78af4c2aec..2b73f5f12ab7 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_ad_model_based_predictor_weights_builder_unittest.cc
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_ad_model_based_predictor_weights_builder_unittest.cc
@@ -36,7 +36,7 @@ TEST_F(BraveAdsCreativeAdModelBasedPredictorWeightsBuilderTest,
   expected_weights.interest_segment.child = 0.0;
   expected_weights.interest_segment.parent = 0.0;
   expected_weights.untargeted_segment = 0.0001;
-  expected_weights.last_seen_ad = 1.0;
+  expected_weights.last_seen_ad = 0.0;
   EXPECT_EQ(expected_weights, weights);
 }
 
@@ -59,7 +59,7 @@ TEST_F(BraveAdsCreativeAdModelBasedPredictorWeightsBuilderTest,
   expected_weights.interest_segment.child = 0.0;
   expected_weights.interest_segment.parent = 0.0;
   expected_weights.untargeted_segment = 0.0001;
-  expected_weights.last_seen_ad = 1.0;
+  expected_weights.last_seen_ad = 0.0;
   EXPECT_EQ(expected_weights, weights);
 }
 
@@ -82,7 +82,7 @@ TEST_F(BraveAdsCreativeAdModelBasedPredictorWeightsBuilderTest,
   expected_weights.interest_segment.child = 1.0;
   expected_weights.interest_segment.parent = 1.0;
   expected_weights.untargeted_segment = 0.0001;
-  expected_weights.last_seen_ad = 1.0;
+  expected_weights.last_seen_ad = 0.0;
   EXPECT_EQ(expected_weights, weights);
 }
 
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_inline_content_ad_model_based_predictor_weights_builder_unittest.cc b/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_inline_content_ad_model_based_predictor_weights_builder_unittest.cc
index cb801eeee718..8a37516db8ad 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_inline_content_ad_model_based_predictor_weights_builder_unittest.cc
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_inline_content_ad_model_based_predictor_weights_builder_unittest.cc
@@ -30,7 +30,7 @@ TEST_F(BraveAdsCreativeInlineContentAdModelBasedPredictorWeightsBuilderTest,
   expected_weights.interest_segment.child = 0.0;
   expected_weights.interest_segment.parent = 0.0;
   expected_weights.untargeted_segment = 0.0001;
-  expected_weights.last_seen_ad = 1.0;
+  expected_weights.last_seen_ad = 0.0;
   EXPECT_EQ(expected_weights, weights);
 }
 
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_new_tab_page_ad_model_based_predictor_weights_builder_unittest.cc b/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_new_tab_page_ad_model_based_predictor_weights_builder_unittest.cc
index 236fb6522326..427ce24dc225 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_new_tab_page_ad_model_based_predictor_weights_builder_unittest.cc
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_new_tab_page_ad_model_based_predictor_weights_builder_unittest.cc
@@ -30,7 +30,7 @@ TEST_F(BraveAdsCreativeNewTabPageAdModelBasedPredictorWeightsBuilderTest,
   expected_weights.interest_segment.child = 0.0;
   expected_weights.interest_segment.parent = 0.0;
   expected_weights.untargeted_segment = 0.0001;
-  expected_weights.last_seen_ad = 1.0;
+  expected_weights.last_seen_ad = 0.0;
   EXPECT_EQ(expected_weights, weights);
 }
 
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_notification_ad_model_based_predictor_weights_builder_unittest.cc b/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_notification_ad_model_based_predictor_weights_builder_unittest.cc
index c523cdf9a50f..a44b9d7bd38f 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_notification_ad_model_based_predictor_weights_builder_unittest.cc
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/weight/creative_notification_ad_model_based_predictor_weights_builder_unittest.cc
@@ -30,7 +30,7 @@ TEST_F(BraveAdsCreativeNotificationAdModelBasedPredictorWeightsBuilderTest,
   expected_weights.interest_segment.child = 1.0;
   expected_weights.interest_segment.parent = 1.0;
   expected_weights.untargeted_segment = 0.0001;
-  expected_weights.last_seen_ad = 1.0;
+  expected_weights.last_seen_ad = 0.0;
   EXPECT_EQ(expected_weights, weights);
 }
 
diff --git a/components/brave_ads/core/internal/serving/prediction/model_based/weight/segment/creative_ad_model_based_predictor_segment_weight_unittest_util.cc b/components/brave_ads/core/internal/serving/prediction/model_based/weight/segment/creative_ad_model_based_predictor_segment_weight_unittest_util.cc
index d91c0a167f20..915fa94c6205 100644
--- a/components/brave_ads/core/internal/serving/prediction/model_based/weight/segment/creative_ad_model_based_predictor_segment_weight_unittest_util.cc
+++ b/components/brave_ads/core/internal/serving/prediction/model_based/weight/segment/creative_ad_model_based_predictor_segment_weight_unittest_util.cc
@@ -24,7 +24,7 @@ BuildCreativeAdModelBasedPredictorWeights() {
 
   weights.untargeted_segment = 0.0001;
 
-  weights.last_seen_ad = 1.0;
+  weights.last_seen_ad = 0.0;
 
   return weights;
 }