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Meta’s developing a new program that will enable advertisers to gain access to its experimental AI ad features ahead of time, in order to contribute to external testing of these tools.
As outlined by Meta, its new “Early Release” program will enable a select group of advertisers to try out new generative AI creative features before they’re broadly rolled out.
As per Meta:
“Early release features are those that are being tested with a small percentage of advertisers to validate performance and suitability before rolling out more broadly, and some features may be rolled back based on these evaluations.”
So advertisers in this program will be able to try out the latest Advantage+ tools and creative options to build their Facebook, Instagram, and Threads ads.
Which could be appealing, in a range of ways, depending, of course, on what features are on offer.
Meta’s already got a range of AI-based ad targeting tools built into its systems, which are driving good results for many brands, while it’s also testing out various creative AI ad tools, like background generation, creative variations (for different formats), video generation, and more.
The latest iterations of these creative options will likely be the main focus of this new initiative, giving participating advertisers the opportunity to try out things like video generation from prompts for your ads before they get a wider release.
“Early release features will be labeled ‘Early Release’ at the ad level in Ads Manager, and advertisers can preview and customize their ad variations before deciding if they want to opt in to the feature. If an early release feature is rolled back, the feature will be removed from all active ads. If access to an early release feature is rolled out to the general public, the ‘Early Release’ label will be removed in Ads Manager and ads using the feature will not be impacted.”
So these test features will be clearly marked, and you’ll be able to try them out in live campaigns.
Which I’m guessing a lot of brands will be interested in.
So how do you sign up for the program?
Well, it’s not clear yet. Meta has provided an overview of the program, but there’s no specific information as to who can apply, or how, at this stage.
But it looks to be coming soon.
We’ve asked Meta for more information on the “Early Release” ad program, and we’ll update this post if/when we hear back.
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