Advantage+ Campaigns: The New Era of Meta Ads
Posted: Tue Dec 10, 2024 5:15 am
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 mexico whatsapp mobile phone number list the historical evolution of digital advertising. This historical context allows us to better appreciate the innovations introduced and the challenges that these new strategies aim to overcome.
From 2014 to 2018, the digital advertising industry experienced its golden age . During this period, advertisers had very few regulatory constraints , allowing them to collect and analyze user data without any particular restrictions.
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 with iOS 14.5, which requires apps to get the user's permission before tracking their data across other companies' apps and websites.
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 mexico whatsapp mobile phone number list the historical evolution of digital advertising. This historical context allows us to better appreciate the innovations introduced and the challenges that these new strategies aim to overcome.
From 2014 to 2018, the digital advertising industry experienced its golden age . During this period, advertisers had very few regulatory constraints , allowing them to collect and analyze user data without any particular restrictions.
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 with iOS 14.5, which requires apps to get the user's permission before tracking their data across other companies' apps and websites.