New Instagram API features include five new Insights metrics: Reels Skip Rate, Repost Counts for media and account, Instagram Profile Visits for advertisers, and updated views for crossposted Reels. Content Publishing API now supports deleting media and creating Trial Reels with login options. Collaboration API adds endpoints to fetch and accept collaboration invites for posts, Reels, and Stories, enhancing content management and partnerships.
Meta has launched new opportunity score features in its Marketing API, enabling advertisers to evaluate campaign optimization on a 0-100 scale. This score is based on the implementation of over 40 personalized recommendations aimed at improving ad performance. Users can access these insights via API and link to Ads Manager for further actions. However, a high opportunity score does not guarantee future performance, as various factors can influence results.
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Threads, with over 400 million monthly users, is enhancing its ad experience by expanding formats and creative options. New features include 4:5 ad rendering for images and videos, support for various video ad aspect ratios, and static 1:1 image carousel ads. Advertisers can now customize creative assets using the Placement Asset Customization tool. Existing and new campaigns will automatically utilize these updates for Threads feed placements.
Meta is expanding verification and transparency requirements for advertisers in Thailand to enhance platform safety. Advertisers must verify who benefits from and pays for their ads, with this information included in the “Ad info” section. Notifications will be sent via email and advertising tools, giving 7 days to complete verification. Failure to verify will prevent ad delivery in Thailand. Advertisers are encouraged to start the process now to avoid disruptions.
Meta Ads will limit some metrics in the Ads Insights API from January 12, 2026, to improve accuracy and value. The 7-day and 28-day view attribution windows will be removed, but other windows will stay. Breakdown availability changes include unique-count fields limited to 13 months of data and frequency breakdowns to 6 months. Total values for API fields remain accessible for up to 37 months.
Starting October 8th, Facebook will allow advertisers to allocate up to 5% of their spend to excluded placements to enhance performance. This feature offers flexibility without fully removing placements. Advertisers must use new API endpoints to set these limits, as the default behavior remains unchanged. Advantage+ placements are still recommended for optimal performance. This feature applies to Sales and Leads objectives, enabling partial delivery to specific placements.
Facebook launched Graph API v24.0 and Marketing API v24.0, introducing updates such as enabling dynamic media by default for Advantage+ catalog ads, requiring developers to opt out if desired. New features include limited spend on excluded placements, ad set budget sharing, and stricter custom audience restrictions. The video feeds ad placement is discontinued. Developers must update integrations before deadlines to ensure compliance and performance.
Facebook is transitioning to the Advantage+ experience, phasing out legacy APIs like ASC and AAC for campaigns. From MAPI V24.0 on October 8, new ASC/AAC campaigns cannot be created. Developers can migrate existing campaigns to Advantage+ using new fields or through manual Ads Manager edits. Some campaigns, particularly those with specific budget settings or ad set limits, are ineligible for migration. Updated documentation is available for more details.
Meta will ban social issue, electoral, or political ads in the EU starting October 6, 2025, due to the EU's TTPA regulation, which complicates advertising processes. This decision does not affect ads outside the EU, and Meta will continue to offer verification and transparency tools globally. Advertisers must update error handling for affected endpoints: campaigns, ads, adsets, and ad creatives. More details can be found in the Marketing API documentation.
