Meta quietly adds ‘automatic adjustments’ to ad accounts, raising concerns – Search Engine Land
Meta silently implemented “automatic adjustments” across several advertising accounts, giving its system authority to make significant changes to ad campaigns without explicit advertiser approval.
What’s happening. The system can:
- Pause or activate campaigns.
- Adjust budgets up or down.
- Consolidate ad accounts.
- Make changes without notifying advertisers.
- Consolidate audience segmentations and more.
Why we care. This feature gives Meta significant control over campaign management, including pausing campaigns, adjusting budgets and consolidating audiences without explicit approval.
While automation can optimize performance, it also raises concerns about strategic control and potential disruptions, as seen with advertisers reporting unintended changes that negatively impacted their ad spend and segmentation (see below).
How to opt out:
- Navigate to “All tools”
- Select “Automated rules”
- Click “See automatic adjustments”
- Access “Manage automatic adjustments” page
- Toggle the feature OFF
…
The post Meta quietly adds ‘automatic adjustments’ to ad accounts, raising concerns – Search Engine Land first appeared on One SEO Company News.
source: https://news.oneseocompany.com/2024/10/22/meta-quietly-adds-automatic-adjustments-to-ad-accounts-raising-concerns-search-engine-land_2024102258679.html
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