Meta Updates Marketing API To Put More Focus on AI Targeting Tools

13 Oct 2025

Meta is making some changes to its Marketing API, which are designed to ensure that it’s able to maximize ad results via its Advantage+ targeting tools, and explore additional opportunities for your promotions.

First off, Meta’s rolling out a new feature within placements that will allocate 5% of your ad spend to your excluded placements, when it’s likely that they’ll see good performance.

So now, if you exclude certain ad placements (e.g. Facebook Feed, Threads feed, right-hand column, IG Explore), Meta’s system will retain the option to allocate a small amount of your ad spend to those options, if its system thinks that they might drive better results.

As explained by Meta:

“For Marketing API advertisers: Allowing limited spend to specific placements is not automatically enabled when excluding placements. To apply limited spend to specific placements, you must explicitly use the new API endpoints to designate which placements should have spend restrictions. All placement exclusions and limited spend settings must be managed through the API, and changes can be made at any time by updating your API configuration.”