Meta just announced Advantage+ Audience. Here’s what we know…
This comes from an announcement about several AI-powered tools that will be rolling out for advertisers.
Meta's AI-powered targeting option. Meta will attempt to find your audience for you based on pixel activity, conversion history, and ad engagement. You can also provide targeting suggestions that Meta will initially prioritize before going broader. More got my attention. First, note that this is new. Do not confuse this with When turned on, Meta can expand your audience to reach people beyond the Detailed Targeting (interests and behaviors) that you selected, but only if that expansion is expected to lead to better results. Location, age, gender, and exclusions are hard constraints, and the expanded audience will continue to follow those rules. More, Advantage Lookalikes, or When turned on, Meta has the ability to expand targeting beyond your selected custom audience. The location, age, gender, and exclusions that you input will continue to be used as hard constraints. More. Yeah, I have no idea why everything needs to sound the same.
Here’s how it works…
“Instead of using an advertiser’s This is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More targeting inputs as hard constraints, such as Men, 18-35 years, who like baseball, advertisers who use Advantage+ audience will add their audience inputs as suggestions to guide who sees an ad. This allows our ad system to find more people outside of those suggestions if we think they will be interested and likely to convert.”
Unlike the expansion tools that will actually target the audience you input and will only expand it if you can get more results, Advantage+ Audience uses your input only as a suggestion.
This might be a nice middle ground for those who are wary of using completely In most cases, mention of Broad Targeting refers to the removal of all potential targeting filters: No custom audiences, lookalike audiences, or detailed targeting. Instead, rely only on location and letting the algorithm do the work. More because they think Meta needs some direction. This is that direction.
Advantage+ Audience is being tested with a small group and will be rolled out more broadly in the coming months, whenever that is.