Goksu Nebol-Perlman, vice president of product marketing, advertising, and commercial products at Meta, announced that Facebook’s advertising platform has new automation and machine learning tools. This new advertising service called Meta Advantage brings together automated advertising products. Automation allows advertisers to set up ad campaigns for app installs and “look like” their audience using Meta’s artificial intelligence. These lookalike audiences depend on the internet behavior and other factors of the brand’s existing customers.
“This move is in line with the industry’s desire for a more fully integrated technology stack that brings all executable data together on a single platform for more automated and efficient mobile growth,” said Simon “Bobby” Dussart, CEO of Adjust.
“This move is in line with the industry’s desire for a more fully integrated technology stack that brings all executable data together on a single platform for more automated and efficient mobile growth,” said Simon “Bobby” Dussart, CEO of Adjust marketing platform analytics company. refers to the new Meta-Automation.
More than 10 million advertisers run advertising campaigns through Meta. Privacy regulations complicate online data collection, so advertisers rely on machine learning models and composite data sources that do little to identify individual users.
Nebol-Perlman said the automatic updates will help target ads and reduce ad costs. “As Advantage’s granular targeting finds better performance opportunities beyond the defined audience,” Nebol-Perlman wrote in a blog post, “the product will perform dynamic updates to try to optimize these performance opportunities by expanding the audience.”
The Meta platform seeks an audience beyond the defined goals that marketers have already brought to the platform. Automatic targeting resulted in an “average cost per incremental conversion 37% lower than when not in use,” according to Nebol-Perlman.
Meta has already used automation to target its app campaigns and decide where ads are placed, both on Facebook and Instagram. There are cosmetic changes to the Meta platform, which already offered automation. They fall under Meta Advantage and Advantage+.