Controversial new Meta tool optimises campaign performance without notifying advertisers

Meta has launched a new option for advertisers that can pause or start campaigns, modify budgets, and consolidate ad accounts, all without user intervention. 

The ‘automatic adjustments’ feature has already been launched across a selection of ad accounts, with its AI-powered system making substantial campaign changes without advertisers’ explicit consent. 

This feature lets Meta take a more active role in campaign management. By relying on data and algorithms, the system can identify underperforming ads and make real-time corrections. 

Programmatic advertising has used automation and AI to designate media spend for advertisers for years, but this option from Meta goes a step further by making the changes without directly informing users. 

In a statement, Meta said: “Automatic adjustments is an optional feature, and advertisers must opt-in to the feature before any recommendations are applied.”

Advertisers could be concerned about losing control, with some campaigns requiring nuance and timing based on external events that might not be taken into account by the automated tools.

The change was flagged by Rok Hladnik, CEO at agency Flat Circle, who explained how users could opt-out of the ‘automatic adjustments’ feature.

To do this, they should go to ‘all tools’, select ‘automated rules’, click on ‘ee automatic adjustments’, and use the ‘manage automatic adjustments’ page to toggle the feature off, Hladnik explained. 

This article first appeared on Performance Marketing World.