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Meta Renames its Ad Automation Tools to Clarify the Purpose of Each Element

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Meta Renames its Ad Automation Tools to Clarify the Purpose of Each Element

As it works to provide more options to help advertisers navigate the evolving data privacy landscape, Meta has announced that it’s re-naming its ad automation tools in order to more clearly delineate the purpose of each, and drive better results.

From today, Meta’s ad automation products will be consolidated under a new portfolio called ‘Meta Advantage’.

Under the ‘Advantage’ banner, Meta’s options will be split into two product lines – as explained by Meta:

“First, there are features marked “Advantage” that allow you to enhance a specific aspect of your manual campaign setup, such as the selected Detailed Targeting options within your target audience. Second, there are products marked “Advantage+” that allow you to automate an entire campaign flow from end-to-end or an entire core step of your manual campaign setup, such as placements or creative.

Functionally, the title change doesn’t add anything new, as yet, though Meta has flagged some coming updates to its automation options.

Under Meta Advantage, you’ll have:

  • Advantage Lookalikes and Advantage Detailed Targeting – These are currently your Lookalike Expansion and Detailed Targeting Expansion tools, enabling you to expand your reach based on similar audience traits
  • Advantage Lookalikes – Similar to Lookalike Expansion, this enables Meta’s system to reach a broader set of people than those defined in your initial Lookalike Audience.
  • Advantage Detailed Targeting – This process uses your selected targeting preferences as a guideline to find additional audiences. “If Advantage Detailed Targeting finds better performance opportunities outside your defined audience, the product makes dynamic updates to attempt to optimize those performance opportunities by expanding your audience”.

These, essentially, are your basic audience targeting automation tools, which are already available in different form. They’ll now be grouped under the new ‘Advantage’ banner, representing entry-level automation for targeting.

Meta Advantage+, meanwhile, is for more advanced AI options:

  • Advantage+ App Campaigns – Currently known as Automated App Ads, this option aims to simplify app install campaign creation and drive performance by using real-time learnings to adjust ads across audience, placement and creative.
  • Advantage+ Placements – Currently known as Automatic Placements, this option aims to find the most effective placement for a given ad, providing further opportunities for advertisers to maximize performance. “Showing your ads across 6 or more Placements – like on Facebook Marketplace, Instagram Stories, Reels – gives our system more flexibility to control costs and provide better results”.
  • Advantage+ Creative – Currently known as Dynamic Experiences, this option provides automated creative optimizations to help improve ad performance.
  • Advantage+ Shopping Campaigns – This one is coming soon, and is designed to optimize the performance of online sales campaigns by using variable including creative, targeting, placements and budget. Advantage+ Shopping Campaigns are currently still in Beta testing, and are expected to be rolled out to all customers before the end of the year.

So as you can see, there’s nothing new, as such, about the tools, but the idea is that by separating each element, that will make it clearer what each option provides, and which applies to your approach to help you maximize your campaigns.

And definitely, Meta’s automation tools have improved in recent years. Once seen as a major risk, as you could end up losing money on poorly targeted approaches, Meta’s systems are now recommended by many ad experts as a key way to maximize the performance of your campaigns.

You just have to go through the learning phase, which can be nerve-wracking for some. But if you give Meta’s systems the time to measure and understand audience response, they can help to improve your efforts.

And now, they’ll be under a new header, which is worth noting in your process.


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Novak Djokovic, Rafael Nadal and Roger Federer: Born or made great?

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The Big 3 have won a total of 56 Grand Slams in their career.

Ecogastronomy, puppet arts, viticulture and enology, influencer marketing, or bakery science. In 2022, you can become anything you want and there are even specialized undergraduate degrees to help you gain all the relevant skills at university. Essentially, you can now be academically trained in any subject and learn practically everything you need to excel at your job.

In the context of sports, and particularly tennis, this is no different. There are plenty of degrees you can pursue to complement your career as an athlete, physiotherapist, or coach with useful knowledge about the human body, anatomy, and health.

This basically means that professional tennis players of the 21st century can complement their extraordinary talent and training routine with a relevant education and an elite team of professional and eminent physiotherapists, coaches, PR, and strategists. Ultimately, players have countless tools that can help them win matches, stay healthy, and be well-liked by the press and the fans.

You can find these ‘A teams’ all around the tour nowadays: players of the former next gen have taken advantage of their early success to incorporate experts on every specialty into their team and others like Carlos Alcaraz or Holger Rune have come directly in the tour alongside first-class teams headed by former World No. 1 and Slam champion Juan Carlos Ferrero and respected coach Patrick Mouratoglou respectively.

Understandably, tennis legends who have been on tour for almost two decades have progressively adapted to the quest for perfection too. You must remember Novak Djokovic’s radical diet change mid-career or Rafael Nadal’s loyal sports doctor for most of his injury-prone career.

21st-century professional tennis players have learned it all as far as tennis skills are concerned. In fact, objectively any top-100 player can produce Djokovesque cross-court backhands or Nadalese down-the-line forehands any time – we have seen rallies of the highest level in practices, Challengers and junior tournaments.

So, one must think that if every player on the tour can produce top-level tennis and is surrounded by the perfect team, what is stopping them from winning 20+ Grand Slam titles like Nadal, Roger Federer, and Djokovic?


Nadal, Federer and Djokovic — the Big 3

Roger Federer, Rafael Nadal and Novak Djokovic in discussion at the 2022 Laver Cup.
Roger Federer, Rafael Nadal and Novak Djokovic in discussion at the 2022 Laver Cup.

The Big 3 — Rafael Nadal, Roger Federer and Novak Djokovic — are living proof that in life there are things you just can’t learn, despite our self-help books saying otherwise. Tennis is different from other mainstream sports in that it remains an individual and extremely mental sport.

These three players belong at a higher level than anyone else, and it is not only the 63 combined Slam titles that separate them from their opponents. It is clearly not their physical form either, quite the opposite currently. It is the ability to remain serene, focused, confident, and indifferent to the crowd, pressure, and expectations, to play one point at a time, whether it is a break or a championship point, and to extract it from the surrounding context.

Being the best of all time does, however, not imply being the better player in all matches. We don’t have to go far back to find an example of a time when Nadal and Djokovic were the clear underdogs in a match. For instance, in Wimbledon 2022 we saw Nadal win a match with an abdominal tear and an average 80-mph serve speed (on a grasscourt!) against Taylor Fritz, a top American player in his best-ever season.

In essence, the three GOATs have had the ability to know how to win even when they are the worst players on the court, and if that greatness is something we all could learn or train for, it would stop being called so and we would see it more often.

Whether it is the experience, intelligence or just intrinsic and unique talent that has led to Big 3’s unprecedented achievements we won’t ever exactly know and, I am afraid, they are giving no opportunity to the so-called Next Gen to even dream of replicating their record book and help us make sense of what it takes to become a tennis master.

In any case, we can only feel extremely fortunate to have lived on the same timeline as the greatest trivalry in sports history. All of us, but the Next Gen, can only hope Nadal and Djokovic do not follow Federer’s retirement path anytime soon. And one only needs to watch their last matches against each other to (rightfully) assume that might not happen anytime soon.

What is the foot injury that has troubled Rafael Nadal over the years? Check here

Poll : Who will end up with most Grand Slam titles?

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Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram

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Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram

It seems like Elon Musk’s chaotic management approach at Twitter is having some broader impacts, with more companies reportedly considering lay-offs in the wake of Musk culling 70% of Twitter staff (and keeping the app running), and Meta now apparently also considering charging for blue checkmarks in its apps.

Yes, the Twitter Blue approach to making people pay for verification, which hasn’t proven overly popular on Twitter itself, is now also seemingly in consideration at Meta as well.

According to a new finding by reverse engineering pro Alessandro Paluzzi, there’s a new mention in the codebase of both Facebook and Instagram of a ‘paid blue badge’.

Paluzzi also shared a screenshot of the code with TechCrunch:

That does appear to refer to a subscription service for both apps, which could well give you a blue verification badge as a result.

Mets has neither confirmed nor denied the project, but it does seem, at least on the surface, that it’s considering offering checkmarks as another paid option – which still seems strange, considering the original purpose of verification, which is to signify noteworthy people or profiles in the app.

If people can just buy that, then it’s no longer of any value, right?

Evidently, that’s not the case, and with Twitter already bringing in around $7 million per quarter from Twitter Blue subscriptions, maybe Meta’s looking for a means to supplement its own intake, and make up for lost ad dollars and/or rising costs of its metaverse development.

It seems counter-intuitive, but I guess, if people will pay, and the platforms aren’t concerned about there being confusion as to what the blue ticks actually mean.

I guess, more money is good?

Meta has, in the past, said that it won’t charge a subscription fee to access its apps. But this, of course, would be supplemental – users wouldn’t have to pay, but they could buy a blue checkmark if they wanted, and use the implied value of recognition for their own purposes.

Which seems wrong, but tough times, higher costs – maybe every app needs to start digging deeper.

Meta hasn’t provided any info or confirmation at this stage, but we’ll keep you updated on any progress.



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YouTube Shorts Exceed 50B Daily Views, Meta’s Reels Doubles Plays 02/03/2023

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YouTube Shorts Exceed 50B Daily Views, Meta's Reels Doubles Plays 02/03/2023

YouTube Shorts and Meta’s Reels are both making
headway in the intensely competitive video shorts sector.  

During Alphabet’s Q4 earnings call on Thursday, CEO Sundar Pichai reported that YouTube Shorts has surpassed 50 billion
daily views. That’s up from the 30 billion reported in Q1 2022.

However, it still …



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