Supercharging ads

Meta is expanding its AI toolkit to help optimise campaigns

- GEETIKA SRIVASTAVA

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. The company's latest Advantage+ innovations - set for global testing - introduce automation tools, AI-optimized 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.