Meta expands its AI ad targeting system

Starting January 23, 2024, Meta has expanded its “Advantage” detailed targeting feature, making it available to all campaign objectives and optimizations. 

“Advantage” dynamically expands the audience to improve performance, specifically for detailed targeting without affecting location, age, or gender targeting. It is automatically enabled for certain campaigns and objectives, but not for special ad categories. Exclusions can be added to prevent ads from reaching certain demographics, interests, or behaviors. 

Moreover, in alignment with the earlier disclosure outlining intentions to phase out manual ad targeting categories for sensitive topics, Meta is now placing a heightened emphasis on leveraging AI in advertising to elevate campaign performance.

Read more here.