Meta streamlines Advantage+ catalog ad targeting, pushes automated options

Meta is removing the Audience Types option from Advantage+ catalog ads that use the sales objective, pushing advertisers toward its AI-driven targeting tools.

This change reflects Meta’s broader strategy of automating ad targeting, betting that its AI can better match products with potential buyers than manual audience selection.

The big picture. While the change removes some manual controls, Meta’s automated targeting has been showing stronger performance metrics, according to their internal data, suggesting this could benefit advertisers despite the reduced direct control.

Key details:

• Advantage+ catalog ads dynamically display products based on user behavior, using data from Meta Pixel or app SDK.
• The system personalizes product displays based on individual user interests, intent, and actions.
• These ads can appear as single images, carousels, or collections.

Yes, but. Advertisers aren’t losing all targeting control. They can still create catalog custom audiences based on product interactions, retarget potential customers who’ve shown interest and include/exclude specific audiences from seeing ads.

Why we care. The removal of “Audience Types” from Advantage+ catalog ads might initially seem like a limitation, but Meta’s data suggests their AI-driven targeting actually performs better than traditional manual targeting methods. This is because an AI system’s job is to process vast amounts of user behavior data in real-time, identifying patterns and connections that human advertisers might miss. The system analyzes user interests, browsing behavior, purchase intent, and past interactions to make more precise targeting decisions.

However, this change also requires advertisers to adapt their approach. While you’re losing some direct control over audience selection, important targeting capabilities through catalog custom audiences are not going away.

Between the lines. This update signals Meta’s growing confidence in its AI targeting capabilities. The company is essentially saying its automated systems can outperform human-selected audience targeting.

What you need to know. To maintain advanced targeting options, advertisers will need to:

• Have Meta Pixel or app SDK installed.
• Create custom audiences manually.
• Use more advanced targeting setup processes.

Bottom line. While this change may initially feel like a loss of control, Meta’s data suggests their automated targeting could actually improve ad performance – as long as advertisers are willing to trust the algorithm.