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Meta set Advantage+ as the default for new campaigns in May 2026, added AI voiceover and AI-generated music, and integrated conversation signals from 1 billion Meta AI users. Early data shows 8-15% ROAS lift but significantly less creative control. Which settings can still be overridden versus locked, and how cross-border advertisers adapt.
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.
Meta is turning ad buying into 'enter URL + budget.' Advantage+ now supports end-to-end fully automated campaigns with 32% CPA reduction, and 65% of advertisers are already scaling through AI tools. Here's how cross-border sellers should use it.