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Meta’s automatic adjustment to certain ad accounts is providing the platform with some unprecedented controls, thus raising concerns among advertisers.
Meta has added ‘automatic adjustments’ to many ad accounts, per Search Engine Land. The feature has replaced the initial feature of ‘Automated Rules’ templates provided by Meta. The templates allowed for structural and creative changes, however now the users are directed to custom rule creation without templates. This has affected the ad management in ample ways and raises concerns about the strategic autonomy among the advertisers. The latest feature allows the platform to make crucial adjustments to the ads without the consent of the advertiser, such as,
- Pause or activate campaigns.
- Adjust budgets up or down.
- Consolidate ad accounts.
- Make changes without notifying advertisers.
- Consolidate audience segmentations and more.
However, one can choose to opt out of the service, to leverage uninterrupted control of the platform activities, by following the below-mentioned steps:
- Navigate to ‘All tools’
- Select ‘Automated rules’
- Click ‘See automatic adjustments’
- Access the ‘Manage automatic adjustments’ page
- Toggle the feature OFF
Briefly, while automation features allow performance automation, it also raises concerns about the potential disruptions, affecting the ad spend and segmentation, thus hampering the business strategy implementation and targeted returns. Hence, the introduction of such features should be declared in advance, and the users should be provided an option to allow or deny the updates, to avoid potential losses.
Meta’s automatic adjustment to certain ad accounts is providing the platform with some unprecedented controls, thus raising concerns among advertisers.
Meta has added ‘automatic adjustments’ to many ad accounts, per Search Engine Land. The feature has replaced the initial feature of ‘Automated Rules’ templates provided by Meta. The templates allowed for structural and creative changes, however now the users are directed to custom rule creation without templates. This has affected the ad management in ample ways and raises concerns about the strategic autonomy among the advertisers. The latest feature allows the platform to make crucial adjustments to the ads without the consent of the advertiser, such as,
- Pause or activate campaigns.
- Adjust budgets up or down.
- Consolidate ad accounts.
- Make changes without notifying advertisers.
- Consolidate audience segmentations and more.
However, one can choose to opt out of the service, to leverage uninterrupted control of the platform activities, by following the below-mentioned steps:
- Navigate to ‘All tools’
- Select ‘Automated rules’
- Click ‘See automatic adjustments’
- Access the ‘Manage automatic adjustments’ page
- Toggle the feature OFF
Briefly, while automation features allow performance automation, it also raises concerns about the potential disruptions, affecting the ad spend and segmentation, thus hampering the business strategy implementation and targeted returns. Hence, the introduction of such features should be declared in advance, and the users should be provided an option to allow or deny the updates, to avoid potential losses.