Marketing API: Changes to Advantage+ audience behaviours

On Thursday May 29th, we announced changes to Advantage+ audience behaviours.

• Prior to API version V23.0, the advantage_audience parameter within targeting_automation was optional and wasn’t explicitly required to be set in the targeting spec when creating a new ad set or updating an existing one.
• Starting from API version V23.0, the advantage_audience parameter within targeting_automation will automatically default to 1 or require explicit setting to either 1 or 0 in the spec. This behavior applies only when creating a new ad set; updating an existing ad set will not exhibit this behavior on any version.

What does this mean for MAPI partners?

Default Opted-in Cases

The advantage_audience parameter within targeting_automation will default to 1 unless explicitly specified in the following scenarios:

• Default Targeting Setup: When passing default values for Age, Gender, Custom Audience Inclusion, and Detailed Targeting Inclusion, or omitting these fields.
• Relaxed Targeting Setup: When using a relaxed setup by applying individual relaxation settings for Age, Gender, Custom Audience Inclusion, and Detailed Targeting Inclusion.

Require Explicit Advantage Audience Case

If your setup is not either default or relaxed, which means if you have used non-default settings for any of Age, Gender, Custom Audience Inclusion, and Detailed Targeting Inclusion without utilizing individual relaxation settings for these parameters, an error will be triggered when creating th

What actions should MAPI partners take?

• Today: Within the API version V23.0, the advantage_audience parameter within targeting_automation will automatically default to 1 or require explicit setting to either 1 or 0 in the spec. This behavior applies only when creating a new ad set; updating an existing ad set will not exhibit this behavior on any version. We would encourage partners to review and test Advantage+ audience across all relevant campaign objectives in order to fully benefit from these updates. Advantage+ audience has shown to improve performance across multiple objectives when compared to BAU.
• Please review for more details on Advantage+ audience

<Impacted endpoints>

• Affected API Endpoints (api reference)

'POST {ad-account-id}/adsets'
'POST {adset-id}'
'POST {adset-id}/copies'
'GET {ad-account-id}/delivery_estimate'