Meta's AI-fueled Advantage+ Shopping Campaigns Underwhelm Marketers

Skepticism grows over platforms AI ad-serving tools

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Advantage+ Shopping Campaigns (ASC) have been among Meta’s most high-profile ad product launches in the last year, but some marketers are finding the results lacking.

The tool—which lets artificial intelligence, instead of the marketer, choose which audiences to serve an ad—has helped the company regain some of its mojo with buyers who had diverted spend away from the platform in recent years, especially after Apple’s privacy changes dampened Meta’s ad performance. On the company’s first-quarter earnings call in April, CEO Mark Zuckerberg said daily revenue from ASC campaigns was up sevenfold in the previous six months.

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