Media Monday

Meta Unveils New AI-Powered Custom Audience Solution

By Jacqueline Watson , Media Buying Specialist, Paid Social Media

Advantage+ Audience targeting is the latest addition to Meta’s suite of automation products aimed at helping advertisers achieve better results, joining other features like Advantage+ Creative and Advantage+ Campaign Budget. Advantage custom audience is an AI-powered option within the platform that was built to enable Meta’s systems to deliver ads beyond the original selected audience if the system thinks it’s likely to improve performance.

By enabling Advantage custom audiences, the advertiser is letting Meta determine who should see their ads, using audience controls (must have criteria: geo, minimum age, language and custom audience inclusions/exclusions) or audience suggestions to help point Meta’s AI in the right direction. It’s important to note that Advantage+ audience targeting essentially shares similarities with open targeting, in which detailed audience targeting is left open, allowing Meta to target anyone within the geo and age range you selected. This approach, whether through open targeting or Advantage+, allows Meta to swiftly respond to data, prioritizing results over specific audience demographics. Ultimately, the theory behind Advantage+ targeting is that fewer restrictions lead to potential superior results.?

Learn more about Advantage+ Custom Audiences, and its set-up in the platform here.

Meta's New Ad Tools Continue Its AI Blitz

By Rachel Couchara , Media Group Director

After leading an artificial intelligence field day at its Connect conference last week, Meta announced a suite of new generative AI-powered tools for advertisers, available inside Meta’s Ad Manager network.

• Background Generation will produce multiple backgrounds to be used in advertisements. These images will complement the product being advertised and are intended to help brands show different ads to different audiences.
• Image Expansion will automatically resize ads to fit different formats. For example, the tool can quickly adjust the aspect ratio of a creative asset so that it appears flush on both Instagram Feeds and Reels.?
• Text Variation produces multiple versions of ad copy from an original text. The tool is meant to give advertisers options for reaching different audiences while preserving an ad’s key selling points.

Meta’s ad-focused features come a week after the company announced a slate of generative AI services for its family of apps. These rollouts included image generators, celebrity AI chatbots and an AI studio for developers to create their own AI assistants.

Read more here.