- Meta is expanding its automated “Advantage” targeting to all campaign objectives and optimizations, aiming to improve ad performance.
- The expansion of Advantage targeting comes as part of Meta’s Marketing API v.19 update, which includes various revisions to enhance campaign performance.
- Meta has been developing its Advantage automated targeting system over the past two years to help marketers maximize ad performance despite the loss of user data insights.
- Apple’s iOS 14 update, which allowed users to block Meta’s tracking, led to a $10 billion annual loss in ad revenue for Meta in 2022.
- However, Meta’s ad business has recovered, with its improved targeting automation processes playing a crucial role in maximizing ad spend for brands.
- Advantage detailed targeting utilizes advanced automation and machine learning to reach a broader group of people and improve campaign performance.
- Meta is encouraging more advertisers to utilize its automated options by removing detailed ad targeting categories and lesser-used ad features.
- Meta’s ad systems are now better at showcasing promotions to users likely to take action, including those that advertisers wouldn’t have identified themselves.
Meta Expands Automated Ad Targeting to Improve Campaign Performance
Meta is expanding its automated “Advantage” targeting system to all campaign objectives and optimizations, as part of its Marketing API v.19 update. The update aims to enhance campaign performance and maximize ad spend for brands. Meta has been developing its Advantage system for the past two years, following the loss of user data insights due to Apple’s iOS 14 update. The update allowed users to block Meta’s tracking, resulting in a $10 billion annual loss in ad revenue for the company. However, Meta’s ad business has recovered, thanks to its improved targeting automation processes. Advantage detailed targeting leverages advanced automation and machine learning to reach a broader group of people and improve campaign performance. Meta is also encouraging advertisers to utilize its automated options by removing detailed ad targeting categories and lesser-used ad features. The company’s ad systems have become better at showcasing promotions to users likely to take action, even those that advertisers wouldn’t have identified themselves.