Meta has added a new element to its Marketing API that will enable third-party platforms to add a specific audience for each creative element, which could help guide Meta’s system in targeting their promotions.
Beginning this week, the new option will enable marketers to set age range and gender details that each media is best suited for.
As explained by Meta: “For example: Financial services might decide retirement-planning videos are best suited for people aged 50–65, and savings account videos are best suited for all ages. Fashion retailers might decide images of women's sweaters are best suited for women, and images of men's sweaters are best suited for men.”
By adding these targeting details to the creative, as opposed to setting them within the ad set, Meta’s ad targeting systems can ensure the right visuals are linked to each promotion.
This could be an easy way to focus ad targeting and ensure that more relevant visuals are displayed to each user. Meta’s ad targeting tools might be able to detect these details from the full listing information for each product, but being able to explicitly target each creative element could drive more relevant ad placements.
Though this could also impact using Meta ads to reach people who may be buying gifts for somebody else.
The upcoming shopping season, for example, will see a lot of people buying gifts for others and it will be interesting to see whether restricting ad creative to certain audiences has an impact on this.
But from a general perspective, being able to add audience information to creative elements could help to ensure more relevant ads are shown to the right people across Meta’s apps.
