Meta is enhancing its advertising capabilities by extensively integrating AI into its ad targeting strategy. This is being realized through the broadening of its “Advantage” automated targeting system, now applicable across all campaign objectives and optimizations.

This significant enhancement is part of the latest version of Meta’s Marketing API, version 19. This update not only expands the “Advantage” targeting feature but also brings in a series of revisions and improvements aimed at boosting overall campaign effectiveness.

Meta’s recent announcement detailed these changes:

“Starting January 23rd, campaigns focusing on objectives like Impressions, Video Views, Reach, Engagement, or Ad Recall Lift will have the new option to engage with Advantage detailed targeting. Additionally, campaigns geared towards Lead generation will automatically incorporate Advantage detailed targeting, providing users the choice to opt-out if desired. However, campaigns aimed at Link Clicks or Landing Page Views will be automatically integrated with Advantage detailed targeting without the option to opt-out.“

You can read more about Meta’s latest Marketing API update here.