With the holiday season fast approaching and advertising budgets reaching their peak, Meta is unveiling a new wave of features designed to boost both online and in-store sales. From omnichannel targeting to upgraded video formats, the Menlo Park giant is leaning heavily on artificial intelligence to convince brands that it remains the go-to platform for performance marketing.
The updates span every link in the advertising chain. Shops ads are expanding into new markets, including France, Italy, and Japan, while built-in promotional offers now allow brands to capture qualified email leads directly. On the creative side, video takes center stage: enhanced carousels are being added to Advantage+ campaigns, with Meta claiming a 7% increase in conversions. Generative AI will also automatically adapt ad variations to reduce user fatigue—an innovation the company says can drive up to 23% more conversions.
Content creators are also part of the mix. Brands can now filter creators by language or geography and integrate their testimonials directly into campaigns. Meanwhile, Ad Manager gains new automation features, recommending top-performing creative assets to advertisers.
Behind this arsenal of tools lies a clear trend: growing automation within Meta’s advertising ecosystem. While the promise of efficiency is attractive, it also raises questions. The more advertisers rely on Meta’s algorithms to manage their campaigns, the more dependent they become on the company’s platform—and its metrics.
With rivals like TikTok and Amazon steadily gaining ground in the advertising market, Meta’s message is clear: it still wants to be the most powerful cash register for marketers during the all-important holiday period.
