Meta Rewires API to Drive Advantage+ Adoption

Meta has announced a new technical adjustment to its Marketing API, aimed at broadening the reach and efficiency of its Advantage+ promotions through third-party integrations.
With the company’s automated Advantage+ tools continuing to gain traction and deliver improved outcomes for advertisers, Meta is now reshaping its Marketing API to ensure smoother functionality. A key part of this shift will see Dynamic Media enabled as the default setting within Advantage+ campaigns.
According to Meta:
“Beginning September 1st, 2025, the Dynamic Media field will automatically default to OPT_IN for Advantage+ Catalog ads (including Single Image, Carousel, and Collection formats). This aligns the API with Ads Manager, where Dynamic Media is already switched ‘On’ by default. The goal is to boost creative flexibility and enhance the use of Catalog Product Video (CPV) assets to drive stronger ad performance.”
The Dynamic Media option allows Meta’s Advantage+ campaigns to adjust creative delivery depending on available catalog items. Essentially, the system can choose to spotlight different products if it believes they are more likely to resonate with a particular user, based on its predictive models.
With this change, third-party platforms that run Advantage+ Catalog Ads will now have Dynamic Media automatically active. Meta argues that this should lead to stronger results, while also giving its systems more data to refine ad targeting and performance.
And the numbers suggest it’s working. Advantage+ campaigns have already been generating improved results, with CEO Mark Zuckerberg recently highlighting that Meta’s AI-driven ad recommendations boosted conversions by 5% on Instagram and 3% on Facebook during the last quarter.
The update will apply across all Advantage+ Catalog Ads created via the Marketing API, spanning Single Image, Carousel, and Collection formats. Advertisers will still retain the option to manually opt out if they prefer not to use Dynamic Media.
Meta says the rollout will begin on September 1st, 2025, with full enforcement across accounts expected by October 20th, 2025.
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