DEEPDIVE

Meta have introduced further enhancements to Value Rules, a relatively new feature that exists on the advertiser settings on an ad account level, to create up to 10 bespoke rules to use alongside the core optimisation algorithm when running lower funnel campaigns. The big update here is the introduction of Placement as a variable, meaning it is now possible to input some adjustments to where campaigns may serve between things like Facebook vs Instagram or Feeds vs Reels vs Stories through a rule instead of splitting out adsets and using manual placement customisation.

This is a good move in the new era of AI / Machine Learning algorithms adopting a more broader approach to activate, but allowing users to still have some form of input to help point it in the right direction. For Meta, this is a newer version of what historically existed as Bid Multipliers in the past, that was only possible via API to a limited set of partners. Bid Multipliers actually went a bit further, specifically around audience & CAPI / pixel signals so will be interesting to see if Value Rules go in that direction over time.

However this setting will not be available to sensitive categories of advertisers, such as Financial Services, Health & Wellness & Pharma. So whilst it will become a best practice for a typical ecommerce / travel client, for the more sensitive advertiser, it remains putting trust in the core algorithm. It will also be available via API, so likely 3rd party platforms will adopt this alongside more agentic workflows in the future.