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Meta released Facebook Graph API v15.0 and Marketing API v15.0 Thursday, and the litany of changes was highlighted by the introduction of Advantage custom audience.
Rollout starts Sept. 19 for Advantage custom audience, which uses an advertiser’s custom audience to guide delivery and help find more people who are likely to achieve their expressed optimization goal, meaning that the platform will deliver ads beyond the existing custom audience if doing so will likely improve performance.
This enables advertisers to continue to create custom audiences and apply relevant exclusions and inclusions, while benefiting from Meta’s automation and machine learning technology.
Meta said Advantage custom audience will be automatically turned on when new campaigns are created that include engagement, mobile or website custom audiences, and advertisers can opt out by unchecking the Advantage custom audiences box in the custom audience section of its ad creation tool.
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