• by Colin Kirkland , October 9, 2025

On Wednesday, Meta began rolling out marketing API changes designed to improve ad performance by using its Advantage+ targeting tools to automate the allocation of a brand's ad placement across various formats.

Through the tech giant's Marketing API, advertisers can choose to allow Meta to automatically apply a small percentage of their ad spend to excluded ad placements if the AI-powered system thinks they will drive results.

In a blog post, Meta writes that advertisers can allocate up to 5% of their ad spend to excluded placements.

“To apply limited spend to specific placements, you must explicitly use the new API endpoints to designate which placements should have spend restrictions,” the company explains. “All placement exclusions and limited spend settings must be managed through the API, and changes can be made at any time by updating your API configuration.”

By allowing the system to find alternative options for excluded placements, Meta is attempting to give advertisers more flexibility with the targeting potential of their creative across the company's family of social-media platforms.

Meta notes that its Advantage+ placements system -- which is designed to review all available placements and find the most cost-effective opportunity for every impression -- is still the most effective method of targeting consumers on its apps, but that its new allocation feature is a useful alternative.