Meta is expanding its AI toolkit to help optimise campaigns - Brand ...
In recent years, Meta has transformed from a social networking titan into a technology behemoth deeply entrenched in artificial intelligence. Its Advantage+ suite, once just another tool in the digital marketer’s arsenal, has now evolved into a sophisticated ecosystem of AI-driven solutions that take the guesswork out of campaign management.
Advantage+ Innovations
The company’s latest Advantage+ innovations introduce automation tools, AI-optimised lead generation, and an expanded Opportunity Score, all designed to refine advertisers’ strategies with minimal manual input. Marketers accustomed to fine-tuning audience segments and manually adjusting ad parameters are finding themselves in a new reality—one where AI handles much of the heavy lifting.
“Today, Advantage+ shopping campaigns (ASC+) has been one of our fastest, most consistently growing AI-powered ad products, most recently growing 70% year-over-year in Q4. Since the launch of Meta Andromeda (a personalised ads retrieval engine), we’ve seen an 8% improvement in ad quality, better personalising the ads we show from Advantage+ campaigns,” says Krassimir Karamfilov, VP of product, Meta.
Advantage+ Leads Campaigns
Now, Advantage+ leads campaigns, a key feature of the latest update, promises to identify high-quality leads with precision, trimming the excess costs associated with traditional lead-generation strategies. In early tests, campaigns using the Advantage+ AI setup showed a 10% reduction in cost per qualified lead, according to the company.
Expansion of Opportunity Score
But it isn’t just about cost-cutting. The expansion of Meta’s Opportunity Score, a tool that assigns advertisers a performance rating along with tailored AI-backed recommendations, signals a shift toward a more guided approach to ad management. “This tool offers a 0-100 point score unique to each advertiser to educate how well their campaign is set up to maximise performance,” says Karamfilov.
The resignation of key personnel has also raised doubts about the company’s operations. Upcoming IPOs in 2025 include Jio, Zepto, JSW Cement, Ather Energy, and others.
