Meta announced several notable changes to its Graph and Marketing APIs that could impact how businesses manage their Facebook and Instagram presence via third party tools.
Meta’s API access tools enable third-party developers to integrate functions that facilitate Meta profile management, including ad campaigns. For example, these access points enable Facebook ad creation and campaign management via dedicated social media management tools so businesses don’t need to use Meta ad manager tools directly.
It’s worth noting that the majority of Meta advertisers do access the functions via Ads Manager. But API-connected tools are often used by larger agencies and media buyers, enabling more access and cross-platform management within a single tool.
The latest updates from Meta include a range of functional changes that will alter how these third-party tools can facilitate Meta content management, including:
- Apps using Graph API v27.0 will have the option to add or remove a post’s artificial intelligence-generated self-disclosure. This seems like an odd change, in light of ongoing questions about AI transparency, but Meta advertisers will have the option to hide AI-generated self-disclosure on their posts if they choose.
- New sales ad sets that target specific mobile devices or operating systems will now also be set to expand their reach to more people across other mobile devices by default. This can be manually changed to maintain specific device targeting.
- Meta may automatically enable product showcase on API-created ads. This can also be manually switched off.
- As of Nov. 4, new apps cannot use multi-ID requests, date/time formatting, HTTP method override, field aliases, JSONP callbacks or asynchronous batch requests, and existing apps cannot introduce new use cases for them. This applies across all Graph API versions.
In addition to these updates, which will set new default parameters for manual control, Meta also announced that the total video consumption rate metric is being deprecated. That’s because the 3-second video viewers and video reach metrics were deprecated with Graph API v26.0.
The changes mean that businesses launching Meta ad campaigns via third-party apps will have to update their process to ensure their settings align with their intended process.
