Meta updates Graph and Marketing APIs with new ad defaults

Meta has announced a set of changes to its Graph and Marketing APIs that may affect how businesses run their Facebook and Instagram presence through third-party tools, according to a report from Social Media Today-style coverage of the update. The source text describes the changes as notable for agencies and media buyers who rely on API-connected software.

Who uses the APIs

Meta’s API access points let outside developers build tools that handle profile management and ad campaigns. Through these integrations, businesses can create Facebook ads and manage campaigns inside a social media management platform rather than using Meta’s own ad manager. Most Meta advertisers still work in Ads Manager, the report notes, but larger agencies and media buyers often prefer API-connected tools because they allow broader access and cross-platform management in one place.

What is changing

Apps using Graph API v27.0 will be able to add or remove the AI-generated self-disclosure on a post. The report calls this an odd move given continuing questions about AI transparency, since advertisers will be able to hide the disclosure if they choose.

New sales ad sets that target particular mobile devices or operating systems will now, by default, expand delivery to people on other mobile devices. Advertisers can change this manually if they want to keep strict device targeting.

Meta may also automatically turn on product showcase for ads created through the API. As with the device setting, this can be switched off manually.

In addition, as of Nov. 4, new apps can no longer use multi-ID requests, date/time formatting, HTTP method override, field aliases, JSONP callbacks or asynchronous batch requests. Existing apps cannot introduce new use cases for these features. The restriction applies across all Graph API versions.

Metric deprecation

Meta also said the total video consumption rate metric is being deprecated. The 3-second video viewers and video reach metrics were already deprecated with Graph API v26.0.

What it means for advertisers

Several of the updates set new default parameters that users can override by hand. As a result, businesses launching Meta ad campaigns through third-party apps will need to review their processes and check that their settings match what they actually intend, rather than relying on the new defaults.

Source: socialmediatoday.com

Image: socialmediatoday.com