Shortly after CEO Mark Zuckerberg mentioned the term “AI” 27 times in Meta’s first-quarter earnings call, the company announced a further investment in AI ad targeting through Shops and its Meta Advantage suite. Next year, it will require Shops to integrate checkouts directly on Facebook and Instagram, not a third-party site.
Meta says that according to its tests, Shops using Advantage+ with checkout enabled in-app outperform website-only campaigns with a cost per action and return on ad-spend improvement of 20% on average.
