If your campaign has the Sales, Leads or App promotion objective, you no longer choose placements manually at the ad set level in Ads Manager. Awareness, Traffic and Engagement campaigns are not affected, and you can still set placements manually there. Meta rolls the change out gradually, so you may not see it yet (Meta Business Help Center).
This hurts if you used placement exclusions to keep poor traffic out of these campaigns. You can no longer test placements in separate ad sets, and what Meta leaves you is weaker. I think the change works for an advertiser who controls two things: creative for every format and the conversion event Meta optimizes for.
What Meta promises
Meta says that Advantage+ placements let its delivery system allocate budget to the placements where ads are likely to perform best, and that this can lower the cost per result compared with manual placements. Meta also asks for a diverse set of assets, so that your media fits each placement (Meta Business Help Center).
What you can still control
Meta leaves three tools (Meta Business Help Center):
- Media for each placement. You can upload up to 10 images and videos into one ad and customize crops, text and links for each placement. Each placement needs at least one image or video. Your ads do not deliver in placements where the media is not supported, and Ads Manager shows a warning.
- Placement value rules. You tell Meta how much more or less a conversion from a placement is worth to you, and Meta raises or lowers bids for that placement. A value rule can lower a bid by up to 90%, so a placement that is worth less to you gets a lower bid instead of none. Meta’s developer documentation lists exceptions. Value rules do not apply to Sales campaigns with website and in-store conversion locations, or to Leads campaigns with website and call conversion locations (Meta for Developers). Check in Ads Manager whether your campaign supports them.
- Account controls. For the whole ad account you can exclude Audience Network (native, banner and interstitial, and rewarded videos), Facebook Marketplace and the Facebook right column, and now set these exclusions by objective. They apply to all campaigns in the account.
Two defaults in Marketing API v27.0
Marketing API v27.0 came out on November 4, 2026. Two of its changes turn features on by default for what you create through the API: in v27.0 now, and in all API versions about 90 days later (Meta for Developers).
- Reach more people across other mobile devices. A new ad set in a Sales campaign that targets specific devices or
operating systems gets this option turned on, unless the campaign uses the Mobile App conversion location. To keep
delivery to the devices in your targeting, the API needs
deviceset to0. Existing ad sets do not change. - Product showcase. Meta may turn on Product showcase for an ad when it has high confidence that a product set in
your catalog matches it. In the API, set
enroll_statusinproduct_extensionstoOPT_OUTto opt out.
If you buy ads through a tool on the Marketing API, ask its developer how it handles these defaults.
Before your next Sales or Leads campaign
- Move the exclusions of Audience Network, Marketplace or the right column that you need for legal, policy or brand reasons to account controls. Keep them for hard limits only.
- Check whether your campaigns support placement value rules. Where they do, use them instead of exclusions for a placement that is worth less to you, but not zero.
- Upload media in the formats of all placements: square, vertical and horizontal. Weak media for a format means no delivery there, or a poor ad.
- If you create Sales ad sets with device targeting through the API or a tool on it, check whether delivery now goes to other devices.
Then look at the event you send. Meta optimizes for it, and if a placement brings cheap leads that never buy, Meta sees cheap leads, not bad ones, until you send lead quality back. Send qualified leads or purchases rather than every form fill, and cheap but useless placements will lose bids on their own. Where value rules do not apply, that event is your main way to steer placements. Judge placements by the cost per result in your CRM as well as in Ads Manager.