Meta tightens ad API rules, expands AI-driven targeting with new placement flexibility

Meta is rolling out a new update to its Marketing API aimed at giving advertisers more flexibility in ad placements and pushing broader adoption of its AI-driven Advantage+ tools. The change, which takes effect October 8, introduces a “limited spend” feature that allows up to 5% of ad budgets to be redirected to placements that advertisers initially excluded—if Meta’s system predicts better performance there.

Previously, advertisers using the Marketing API could only fully include or exclude placements such as Facebook Feed, Instagram Explore, Threads, or the Audience Network. Now, Meta’s algorithm can override some exclusions in a limited way, allocating a small percentage of spend to those placements to test performance and optimize delivery.

The feature isn’t automatically activated. Marketing API advertisers must explicitly designate which placements should have spend restrictions by using new API endpoints. According to Meta, the option is currently available for Sales and Leads objectives, and all configuration changes must be made directly through the API.

Meta continues to encourage advertisers to use its Advantage+ placements, which automatically review all available placements to identify the most cost-effective opportunities. The company describes this system as the most efficient way to reach audiences at scale while minimizing costs. However, for advertisers who prefer manual control or have compliance requirements that prevent full automation, the limited spend function offers a middle ground.

The update comes as part of a broader shift toward Meta’s AI-enhanced ad infrastructure. The company is deprecating older campaign creation APIs that do not use the Advantage+ structure, including the Advantage Shopping Campaign (ASC) and Advantage App Campaign (AAC) APIs. Beginning with version 24.0 of the Marketing API, developers will no longer be able to create new ASC or AAC campaigns through the legacy setup.

To help with the transition, Meta has launched an “Advantage+ Migrations” initiative to assist developers in moving existing campaigns into the new system before the older APIs are phased out in early 2026. Advertisers using older API versions will still be able to manage legacy campaigns for now, but Meta “highly recommends” switching to Advantage+ campaigns as soon as possible.