What Will Targeting Look Like a Year From Now?

I don’t have a crystal ball, but it’s not that hard to predict the future of targeted Meta ads if you follow the trends.

Let’s think about it…

Algorithmic Targeting

Advantage+ Audience is the default, but you still have the option to switch to Real Audience – for now.

I’m sure that option will be eliminated at some point. Maybe not in a year, but the Meta has created confusing options that often behave the same way.

Not only are there subtle differences in the ways Advantage+ Audience, Advantage Detailed Targeting, and Advantage Lookalike work, but marketers rarely understand the subtle differences in the first place.

For the most extreme guesswork, look no further than Advantage+ Shopping, where there is almost no target input at all.

There is every reason to believe that we may see that in all intents and purposes one day.

Less Control

The bottom line is this: When predicting the future of targeting, err on the side of less control than more. We don’t get that control.

I know the answer is that this couldn’t work right now. There are reasons for using a primary audience. I know algorithmic guidance is far from perfect, and I’m not advocating a quick fix.

Meta will need to fix some things first. My bet​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​ has is has has has has has been. More and better options to reach your ideal audience by defining your goal action.

For example, instead of targeting your input, advertisers can have multiple options for performance criteria to define what they are looking for. Currently, many options are common, which can lead to low quality results.

WHAT DO YOU THINK?