This is a feature introduced with iOS 14.5, which requires apps to get the user's permission before tracking their data across other companies' apps and websites. This feature aims to improve users' privacy by giving them more control over what data is collected and how it is used. This change has put Meta's advertising machine in difficulty, leading to a long and difficult path of adaptation. The Solution: Meta Lattice (2023/24) In 2023, s: to do so, it designed a new architecture for its advertising algorithm, called Meta Lattice , a system of interconnected signals that is less dependent on cookies and granular data, i.
e. detailed and specific information related to individual belarus number data user actions. This approach uses a diverse set of data to create user clusters, which are groups of individuals with similar behaviors or characteristics. By analyzing data holistically—that is, considering the entire set of available information, rather than focusing on individual details — Meta Ads is able to show ads to the most relevant users. To stay in the field of pay per click, also read all the articles on Google Ads .
The 3 pillars of Advantage+ Campaigns Let's start by understanding why we can define Meta's new automated campaigns as a revolutionary approach to advertising on its platforms . This innovative method marks a seismic shift in the digital advertising landscape, addressing emerging challenges and capitalizing on advances in artificial intelligence. These campaigns are based on three fundamental pillars , which enhance performance through the advanced use of data and artificial intelligence. These are: 1. Holistic understanding of goals The campaign analyzes the available data more comprehensively, integrating signal learning across different aspects and objectives of the campaign itself, also considering data from different sources to improve its efficiency, without depending on individual users.