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On May 18 Meta stretched the purchase-audience lookback from 180 to 730 days, more than doubling remarketing pools for high-ticket, seasonal cross-border categories. The same window brought an AI business assistant for all advertisers and Perplexity into the official connectors. Bigger pools help, but Advantage+ defaults and auto-catalog-add need watching first.
Meta cut the ASC weekly conversion floor from 50 to 25 and sunset Marketing API V25 on May 19, 2026. Stores doing 3-4 sales/day can finally use ASC. But a lower entry bar does not equal a working campaign — CAPI quality, creative count, and conversion stability still gate performance.
At Shoptalk 2026, Meta released major Advantage+ Shopping Campaigns updates. Product Set Optimization enables SKU-level ad budget control, Buy Now button supports native checkout, and WhatsApp Status becomes a new ad placement. How cross-border sellers can leverage these features.