Meta is advancing its strategy to minimize manual ad targeting on its platforms, encouraging advertisers towards broader, AI-driven campaign management. Starting January 15, 2026, Meta will remove or consolidate certain detailed targeting options, notifying advertisers via Ads Manager. This move follows a trend since early 2024, aimed at enhancing ad performance by leveraging automated systems to identify relevant audiences. In an August 2025 update, Meta expanded these changes, citing improved efficiency in ad delivery through its machine-learning models. Industry experts like Jon Loomer advocate for prioritizing automated targeting over manual inputs, describing traditional targeting as a “myth.” Meta’s CEO Mark Zuckerberg highlighted that AI advancements have already led to a 5% increase in ad conversions on Instagram and a 3% increase on Facebook, while testing indicates that removing detailed targeting exclusions has decreased median conversion costs by 22.6%. Advertisers can access the targeted changes through Meta Ads Manager, aligning with Meta’s long-term automation goals.
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