• by Colin Kirkland , November 6, 2024

Meta is rolling out a new ad display option that automatically selects and places advertising media across different placements, furthering the company’s commitment to AI-powered ad tools.

The “Flexible Media” option will appear at the ad level when select ad partners begin setting up a manual sales campaign, explains Bram Van der Hallan, a digital marketer with digital agency Edge.be, who has seen the option and shared an image, but has not found any official documentation about it yet.

According to Van der Hallan, the option reads: “We'll deliver the media you choose for placement groups across placements when it's likely to improve performance.”

Flexible Media builds off of Meta's “Flexible Ads” tool, which allows advertisers to submit 10 images for an ad, then the company's system picks and chooses which images to show to each user based on the information it has gathered.

However, the new ad option uses square media for vertical placements and vertical media for placement where advertisers have selected square media, “making the media itself 'Flexible' to use across placement" based on performance expectations, says Van der Hallan.

Keeping Meta's Advantage+ ad suite in mind, the tech giant is looking to automate more of the advertising process for its ad partners, who are required only to provide a simple URL.