Meta is introducing a new ad feature called Flexible Media, aimed at enhancing ad performance through a more automated, adaptive approach. The idea behind Flexible Media is to let Meta’s system decide which creative elements (like images) to show to different users in various ad placements, based on predictions of what might engage them best.

This update aligns with Meta’s broader shift towards automated Advantage+ campaigns, which automatically adjust and display ads to different users to maximize engagement and response.

What is Flexible Media?

Flexible Media allows Meta to vary the creative assets shown to users across different placements in order to optimize performance. For example, instead of just selecting an ad and showing the same image everywhere, Meta’s system will adaptively display the images that it believes will resonate most in different placements.

This approach is similar to Flexible Ads, which allows advertisers to submit up to 10 images, with Meta’s AI then choosing the best image for each user. Flexible Media takes this further by dynamically selecting images across various placements, making ads even more targeted and responsive.

Why automated ad options?

Meta’s goal is to automate more aspects of ad targeting and delivery. While it might feel like handing over control, these automated tools use AI to analyze ad responses and predict user engagement. By allowing the system to determine which assets work best, Meta can help advertisers reach a more receptive audience—even if they haven’t manually tailored every detail.

This automation may seem like a lot of control to give up, but it’s worth experimenting to see if it can enhance your ad performance. Meta’s Flexible Media is another step in this direction, giving you a chance to leverage their powerful AI to optimize how and where your ads are displayed.