Meta Enhances Ad Control Features with AI-Driven Tools

Meta is introducing enhanced advertising tools aimed at giving marketers improved control in the AI-driven advertising landscape, which prioritizes outcomes over impressions. Central to this update is a focus on value-based optimization, allowing advertisers to specify which conversions matter most. Key features include an improved purchase-based Return on Ad Spend (ROAS) and a new profit-based ROAS that incorporates profit-margin data. Additionally, incremental attribution functions enable real-time optimization for conversions across platforms. Meta is also testing custom attribution, integrating with third-party analytics for deeper insights. Advertisers can use Value Rules to assign higher bids to specific audience segments likely to yield higher lifetime values. As marketers increasingly rely on AI for targeting and budgets, Meta emphasizes a customized approach to advertising success. Furthermore, Meta has begun rolling out ads on Threads internationally, tested previously with select brands, and is implementing AI to better manage teen accounts on Instagram.

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