Marketing API v22.0 Impacts to Advantage+ Creative Enhancements

V22.0 of the Marketing API will be released on January 21, 2025. In this new version we will deprecate the Advantage+Creative Standard Enhancements bundle, replacing it with individual creative enhancements opt-in. You can learn more about Advantage+ Creative here.

Below, we've highlighted the key information relevant to developers. For more details and technical specifications, please refer to our developer documentation here.

Deprecations & Changes

Advantage+ Creative Standard Enhancements feature bundle deprecation. We will deprecate the Standard Enhancements bundle from the Marketing API, starting with MAPI V22.0 (to be released on January 21, 2025) and all subsequent versions. This bundle will be replaced by the individual Advantage+ Creative features that were part of Standard Enhancements (e.g. ‘Visual touch-Ups’, ‘Relevant comments’, ‘Add overlays’ and ‘Text improvements’), with no change to the enhancement features. All features previously within the bundle will continue to be available as individual enhancements that can be applied to ads. This Marketing API update is part of the overall deprecation of the ‘Standard Enhancement’ name and bundle, and supports our efforts to evolve Advantage+ creative to address our advertisers’ feedback and better meet your needs.

With this change, developers should no longer opt in to Standard Enhancements by specifying {"standard_enhancements": { "enroll_status": "OPT_IN" }} in their requests. Instead, they should opt in to each individual Advantage+ creative feature. These features include:

Single Image Ads:

• image_template (‘Add overlays’)
• image_touchups (‘Visual touch-Ups’)
• text_optimizations (‘Text improvements’)
• inline_comment (‘Relevant comments’)

Single Video Ads:

• video_auto_crop (‘Visual touch-Ups’)
• text_optimizations (‘Text improvements’)
• inline_comment (‘Relevant comments’)

While existing campaigns using the original bundle opt-in status can continue to run, beginning with MAPI v22.0 (available January 21, 2025), and all subsequent API versions, advertisers can no longer create or update ads with Standard Enhancements specified in the API request. All new and edited ads must update opt-in to these individual Advantage+ Creative features in order for the API request to be successful.

Advertisers can opt-out of Advantage+Creative features at any time. For opting out of enhancements through the Marketing API, provide the field “enroll_status” with value: “OPT_OUT”. For a list of Advantage+Creative features and additional information, please view our developer documentation.

New Updates and API Support

Beginning January 27, 2025, we will also gradually introduce new features to all Marketing API versions to better support ad previews and Advantage+ Creative opt-in status. The below updates will roll out to all versions of the Marketing API gradually, beginning on January 27, 2025 to 10% of advertisers, and will be available to 100% of advertisers by the end of February 2025.

Updated support for Advantage+ Creative enhancement ad previews

Previously, ad previews were only supported for the ‘Standard Enhancements’ bundle. Beginning February 2025, developers will be able to use the Marketing API to fetch previews for individual Advantage+ Creative enhancements such as: ‘enhance_cta’, and ‘image_brightness_and_contrast’. Learn more about using the API to generate ad previews here.

Introducing additional transparency into opt-in status for Advantage+Creative

Developers will now be able to query which Advantage+ Creative features they have opted-in for an ad that are eligible (and thus applied to the ad), or ineligible (and thus not applied to the ad). If a feature is opted-in by the developer but is ineligible for the ad, it will be removed entirely from the “creative_features_spec” field. For example, ‘image_templates’ (or ‘Add Overlays’) is not eligible to be applied to video format creatives - if the developer opts in to this feature on a video ad, it is ineligible and thus will be automatically removed. Developers can verify this by querying the “creative_features_spec” of the created ad (learn more here). Please note, if advertisers want to apply Advantage+Creative enhancements, the chosen individual features should be set to “opt-in” in the “creative_features_spec” field” each time a new ad is created.

We highly encourage developers to perform version upgrades before the previous version gets deprecated. Advertisers will have at least a 90 day grace period from January 21, 2025 to upgrade to this latest version, or API calls to previous versions may fail or be upgraded to the latest available. Learn more about API versioning here and view the API changelog here to see available versions.

Impacted Endpoints

• * POST /{ad_account_id}/adcreatives
• * POST /{ad_account_id}/ads
• * GET /{ad_id}/previews