In an increasingly connected world! online advertising campaigns are crucial to reach the desired audience and optimize business results in terms of leads or revenue.
In particular! Meta Advantage+ campaigns optimize the performance of ads on Facebook and Instagram using artificial intelligence and machine learning (in fact! they are “cousins” of Google Ads Performance Max campaigns ).
This system interprets individual ads to identify the audience and how to allocate the budget .
Machine learning in particular allows systems to improve their performance by analyzing data without the need for explicit programming.
This approach aims to improve the effectiveness and efficiency of campaigns ! allowing advertisers to achieve better results.
Francesco Chiappini! CEO of Commerce School! and Michael Vittori! expert in Meta and Social ADS! talked about it in their latest workshop! creating an interesting dialogue around the topic. Let’s analyze it together.
A little history of online advertising
To fully understand the impact and importance of Advantage+ campaigns! it is essential to examine the historical evolution of digital advertising. This historical context allows us to better appreciate the innovations introduced and the moj database challenges that these new strategies aim to overcome.
This era was characterized by robust data measurement capabilities! enabling highly targeted and effective advertising campaigns.
Privacy and Regulation (2019)
The landscape began to change in 2019 with the introduction of the General Data Protection Regulation ( GDPR ) in Europe.
This regulation has sparked global discussions on privacy and data protection ! leading to stricter rules around the world.
In the same year! Apple introduced Intelligent Tracking Prevention ( ITP ) on Safari! blocking the tracking of its users without their explicit consent! thus marking the beginning of the “cookieless” era.
The watershed of 2021
2021 marked a watershed year due to the loss of user data on iOS devices due to the App Tracking Transparency ( ATT ) introduced by Apple.
This is a feature introduced system restore in advanced options with iOS 14.5! which requires apps to get the user’s permission before tracking their data across other companies’ apps and websites.
This feature aims to improve users’ privacy by giving them more control over what data is collected and how it is used.
This change has put Meta’s advertising machine in difficulty! leading to a long and difficult path of adaptation.
The Solution: Meta Lattice (2023/24)
In 2023! Meta finally overcame these difficulties: to do so! it designed a new architecture for its advertising algorithm! called Meta Lattice ! a system of interconnected signals that is less dependent on cookies and granular data! i.e. detailed and specific information related to individual user actions.
This approach uses a diverse set of data to create user clusters! which are groups of individuals with similar behaviors bosnia and herzegovina leads or characteristics.
By analyzing data holistically—that is! considering the entire set of available information! rather than focusing on individual details — Meta Ads is able to show ads to the most relevant users.
The 3 pillars of Advantage+ Campaigns
Let’s start by understanding why we can define Meta’s new automated campaigns as a revolutionary approach to advertising on its platforms .
This innovative method marks a seismic shift in the digital advertising landscape! addressing emerging challenges and capitalizing on advances in artificial intelligence.
These campaigns are based on three fundamental pillars ! which enhance performance through the advanced use of data and artificial intelligence.