Meta Updates Marketing API To Put More Focus on AI Targeting Tools

10/08/25
Source: Andrew Hutchinson. Read the original article

TL;DR Summary of Meta Marketing API Updates Enhance Ad Placement Flexibility and AI Targeting

Meta is updating its Marketing API to allow limited ad spend on excluded placements, giving its AI system more flexibility to optimize ad performance. This change supports the use of Advantage+ placements, which Meta recommends for maximizing cost-effective reach. Additionally, legacy APIs are being deprecated to transition advertisers to the new Advantage+ structure, ensuring campaigns benefit from advanced AI targeting tools. These updates aim to deliver better ad results by intelligently testing alternative placements and improving campaign efficiency.

Optimixed’s Overview: How Meta’s Marketing API Innovations Elevate Ad Targeting and Placement Strategy

Enhanced Flexibility in Ad Placements

Meta’s latest Marketing API updates introduce a nuanced approach to ad placements by allowing up to 5% of ad spend to be allocated to placements that advertisers have excluded, but which Meta’s AI deems potentially effective. This means even if you exclude certain placements like Facebook Feed or IG Explore, Meta’s system can still test these options in a limited way to find better-performing opportunities.

  • API-Controlled Spend Restrictions: Advertisers must explicitly manage these limited spend settings via new API endpoints, ensuring full control and flexibility.
  • Advantage+ Placements: Meta strongly recommends using Advantage+ placements for most campaigns to leverage AI-driven placement optimization and maximize reach at lower costs.

Phasing Out Legacy APIs to Embrace Advantage+ Campaigns

Meta is also deprecating older Advertising APIs that do not support the Advantage+ setup, focusing on a streamlined AI-powered campaign creation experience:

  • Transition Support: Tools are being provided to help developers migrate legacy Advantage Shopping Campaigns (ASC) and Advantage App Campaigns (AAC) into the new Advantage+ framework.
  • API Version Changes: From October 8th, 2024, new ASC/AAC campaigns cannot be created using legacy APIs, urging developers and advertisers to adopt the latest Advantage+ APIs.

Implications for Advertisers

These updates signify Meta’s commitment to improving ad efficiency through AI-driven decision-making. By allowing limited spend on excluded placements and focusing on Advantage+ campaigns, Meta aims to:

  • Increase campaign performance by intelligently testing alternative placements.
  • Provide advertisers with more flexible and effective tools for managing ad spend and targeting.
  • Ensure all campaigns benefit from the latest AI technology enhancements.

Advertisers should prepare for these changes by updating their API integrations and considering Advantage+ placements to fully capitalize on Meta’s evolving ad ecosystem.