Some big updates from Meta as they roll out significant changes which impact how to target ads, marking a decisive shift towards AI-led targeting. Basic demographic input only and traditional interests and behaviours being taken as “suggestions” only, is the future.

This move promises to reshape the landscape, with AI playing a central role and traditional targeting methods taking a backseat. So, what does this mean and how can we adapt to these changes effectively?

Here are the key points:

  • Detailed Targeting Options: While targeting by interests, life stages, and behaviours is still possible, these options are being significantly reduced. Traditional tactics, such as follower engagement and brand/celebrity interests, are almost non-existent. Instead, you’ll choose from a limited list of behaviours and demographics, with the platform taking these as mere suggestions
  • Exclusion of Detailed Targeting: Starting January 1, 2025, excluding detailed targeting will no longer be possible. Leading up to this date, expect these options to be phased out as “recommendations” only
  • Demographic Settings: Location and age demographics will be set at the account level in advertising settings. You can choose specific locations or age groups (e.g., 25+ in London); otherwise, the platform will target broadly as it sees fit
  • Importance of First-Party Data: First-party data will become increasingly critical. However, this may impact audience size unless  shared through an integration system or CAPI. CRM integrations and using Meta’s first-party data to remarket (e.g., video viewers, page/post engagers) are the strongest tactics
  • Future Targeting Strategies: Moving forward, account structures will vary based on access to first-party data, budgets, and creative resources. The focus for learning and testing should shift to creative content. Meta has shifted away from “variations” of ads (e.g., the same creative with multiple headlines) and now promotes visually different creatives. While video is highlighted as the top-performing creative, static ads still perform well for lower funnel conversions, making testing crucial
  • Enhanced Creative Suite: Meta’s enhanced creative suite is now in full force, encouraging advertisers to hand over the creative reins to Meta. This includes adding audio, cropping ads, brightening or editing images, adding text boxes, and turning static ads into animations. These features can be controlled, and new settings allow you to switch them off at the ad account level. The key takeaway is that sound is no longer a nice-to-have but an expectation.

Fret not though, the good news is that we still have opportunities to test these new features. At Anything is Possible we’ve adopted a “control” vs. “performance” mindset and strategy.

For example, we A/B test our preferred detailed targeting audience (the control) against Meta’s AI-led recommendation (the performance). This approach helps us transition smoothly and understand the impact of AI-led targeting.


As Meta shifts towards AI-led targeting, it’s essential to stay informed and adapt strategies accordingly. The changes may seem daunting, but they also present new opportunities for creative testing and leveraging first-party data.

If you have any questions or want to learn more about Meta targeting in the age of AI – you know what to do…