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Meta’s Advantage detailed targeting is now available on all campaign objectives and optimizations.

The decision to expand access to this automated audience targeting feature comes just weeks after the tech giant announced plans to sunset detailed manual ad targeting categories for sensitive topics.

Why we care. Leveraging AI in advertising can enhance campaign performance for advertisers. However, there is a growing concern among some that the potential lack of control may lead to the opposite outcome, causing inefficient allocation of ad budgets that becomes challenging to oversee and manage.

What is Advantage detailed targeting? Advantage detailed targeting, a product available within Meta’s Advantage product suite, leverages AI and machine learning technology to identify a broader range of high-valuable customers for your campaign than the initial specified audience group.

Affected campaigns. Meta’s Advantage detailed targeting is now available for:

• Campaigns that are optimized for Impressions, Video views, Reach, Engagement or ad recall lift.
• Campaigns that are optimized for Leads.
• Campaigns that are optimized for Link clicks or Landing page views.

Next steps. To launch this update, you will need to ask your site developer to make changes to the code in Meta’s Marketing API. Developers have until April 22 to complete the implementation of these code changes.

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Deep dive. Read Meta’s announcement in full for more information.

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About the author

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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