- Meta is expanding its automated “Advantage” targeting to all campaign objectives and optimizations, as part of its Marketing API v.19 update.
- The update aims to help marketers maximize ad performance despite the loss of user data insights.
- The Advantage detailed targeting leverages advanced automation and machine learning technology to improve campaign performance.
Meta Expands AI-Based Ad Targeting with Advantage System
Meta is further embracing artificial intelligence (AI) for ad targeting with the expansion of its automated “Advantage” targeting to all campaign objectives and optimizations. The move comes as part of Meta’s Marketing API v.19 update, which includes various revisions and changes to enhance campaign performance. Meta has been developing its Advantage automated targeting system over the past two years to assist marketers in maximizing ad performance despite the loss of user data insights caused by Apple’s iOS 14 update. The update prompted many users to block Meta’s tracking, resulting in a significant loss in ad revenue for the company. However, Meta’s ad business has bounced back, with its improved targeting automation processes playing a crucial role in helping brands optimize their ad spend. Advantage detailed targeting utilizes advanced automation and machine learning technology to enhance advertiser campaign performance. Meta’s ad systems are now more effective at reaching users who are likely to take action, even those that brands may not have identified themselves. As a result, Meta is encouraging more advertisers to utilize its automated options, potentially leading to the removal of detailed targeting altogether. Brands may want to consider leveraging Meta’s AI-based ad targeting for their campaigns.