Meta has announced a technical update to its Marketing API, which is designed to enable expansion of its Advantage+ promotions via third-party inputs.
With the usage of its automated Advantage+ promotions rising, and driving better results for many brands, Meta is now moving to align its Marketing API around more effective Advantage+ use, by making Dynamic Media an automatic element for Advantage+ campaigns.
As per Meta:
“Starting September 1st, 2025, we will begin defaulting the Dynamic Media field to OPT_IN for Advantage+ Catalog ads (Single Image, Carousel, and Collection formats). This change brings parity with Ads Manager which has the Dynamic Media toggle “On” by default, increasing creative liquidity and improving utilization of Catalog Product Video (CPV) assets to drive better ad performance.”
The Dynamic Media setting enables Meta’s Advantage+ campaigns to optimize ad display based on the products available in its database. So if the system thinks that a specific user will respond better to different products from your catalog, it’ll highlight those, based on its assessment.
This change means that third party platforms offering Advantage+ Catalog Ads will now have this enabled by default, which Meta believes will improve campaign performance.
At the same time, that will also give Meta more options to optimize its Advantage+ ads, and learn more about what works.
And again, many advertisers are seeing better results with Advantage+ campaigns, with Meta CEO Mark Zuckerberg recently noting that its AI-powered recommendation model for ads drove 5% more ad conversions on Instagram, and 3% on Facebook, in the most recent quarter.
Meta says that this update will impact all Advantage+ Catalog ads created using the Marketing API, and will be applied to Single Image, Carousel, and Collection ad formats.
Advertisers will, however, still be able to opt out of Dynamic Media placement for their Advantage+ Catalog Ads if they choose.
Meta says this will be rolled out gradually, starting on 1st September 2025, reaching 100% enforcement by October 20th, 2025.
