[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fjasmine-gorst":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":142,"head_links":143,"breadcrumbs":130,"posts":147,"pages":125,"head":830},"Jasmine Gorst","","I'm a Paid Social Strategist at Impression, supporting on client paid campaigns across platforms such as Facebook, TikTok and Pinterest.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":30,"page_content_modules":85,"hero":126},"Paid Social Strategist","\u003Cp>Paid Social Strategist. Joined Impression in August 2022.\u003C\u002Fp>\n\u003Cp>I first discovered Impression whilst taking part in the Digital Marketing Academy during my English degree to help gain skills over the pandemic. I became fascinated by digital marketing and sought out a Paid Social position at Impression as soon as I graduated.\u003C\u002Fp>\n\u003Cp>Day-to-day as a Paid Social Strategist, my responsibilities include supporting Impression’s Paid Social team by working on clients’ paid campaigns across platforms such as Facebook, TikTok and Pinterest.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I’m proud of being able to complete my English degree at University despite the huge disruptions due to the pandemic. It was quite difficult due to the lockdowns and reduced teaching hours, however if I didn’t seek to gain additional skills in digital marketing, I wouldn’t be where I am today.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I am really into video gaming, and customising my PC to keep up with that!\u003C\u002Fp>\n",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},233,"98","2020-12-21 13:00:55","Paid Social","publish","closed","paid-social","2026-01-13 11:01:54",169,"\u002F?page_id=233",0,"page","0","raw","\u002Fpaid-media\u002Fpaid-social\u002F",{"ID":31,"id":31,"title":32,"filename":33,"filesize":25,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":25,"date":39,"modified":39,"menu_order":25,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":46},19026,"Jasmine-Gorst","Jasmine-Gorst.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&q=90","\u002Fjasmine-gorst\u002F","12","jasmine-gorst","inherit","2022-09-05 16:48:58","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"12_col-height":69,"default_landscape":70,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":72,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":73,"6_col_and_margin_short-width":65,"6_col_and_margin_short-height":69,"11_col_and_margin":74,"11_col_and_margin-width":75,"11_col_and_margin-height":69,"9_col_rectangle":76,"9_col_rectangle-width":77,"9_col_rectangle-height":78,"11_col":79,"11_col-width":80,"11_col-height":69,"staff_image_696_600":81,"staff_image_696_600-width":44,"staff_image_696_600-height":45,"rectangular_thumbnail":82,"rectangular_thumbnail-width":83,"rectangular_thumbnail-height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[86],{"acf_fc_layout":87,"reduced":88,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":89,"posts":90},"author_posts",true,"Jasmine Gorst’s posts",{"data":91,"pages":125},[92,105,115],{"type_key":93,"title":94,"excerpt":95,"to":96,"postedAt":97,"readingTime":98,"image":99,"authors":100,"category":103},"post","Bans, Controversy & Boycotts: How brands can safely navigate disruption in the social media landscape","\u003Cp>Since the Cambridge Analytica scandal in 2016, social media platforms like TikTok, Meta, and X have faced increasing scrutiny from governments worldwide. This culminated in TikTok’s short-lived ban in 2025—raising the question: how can marketers protect brand safety in such an unpredictable landscape? In the last 5 years alone, we have seen bans, controversy and […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrands-safety-on-social-media\u002F","2025-03-05T17:39:38",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[101],{"name":4,"image":102},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002FJasmine-Gorst.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":104,"name":18},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"type_key":93,"title":106,"excerpt":107,"to":108,"postedAt":109,"readingTime":110,"image":111,"authors":112,"category":114},"How to gain insights from competitor ads on Paid Social","\u003Cp>How can your brand stand out amongst its competitors in the fast-paced social media environment? It begins with developing a strong understanding of competitor activity and using these insights to inform and enhance your campaigns. In this blog, we’ll be exploring which social listening tools you can leverage to analyse your competitor’s ads, and why […]\u003C\u002Fp>\n","\u002Fblog\u002Fpaid-social-competitor-ad-analysis\u002F","2023-11-06T17:33:10",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Flianhao-qu-LfaN1gswV5c-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[113],{"name":4,"image":102},{"to":104,"name":18},{"type_key":93,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":124},"Meta Advantage Suite 101 – What it is, how it works, and should you use it?","\u003Cp>The automated features within Meta’s offering are constantly evolving and data shows that 77% of advertisers utilising Meta’s automated products had saved several hours a week. With this in mind, it’s crucial to keep on top of how the platform is changing to help you increase efficiency and stay ahead of the curve.  In this […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhat-is-meta-advantage-suite\u002F","2025-01-30T13:24:50",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123],{"name":4,"image":102},{"to":104,"name":18},"1",{"type":127,"style":128,"title":129,"heading":4,"intro":11,"services":12,"breadcrumbs":130,"photo":47,"social":142},"author","dark","Meet the Team",[131,134,137,140],{"path":132,"name":133},"\u002F","Home",{"path":135,"name":136},"\u002Fabout\u002F","About Us",{"path":138,"name":139},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":141,"name":4},null,{"twitter":5,"linkedin":5},[144],{"rel":145,"href":146},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fjasmine-gorst\u002F",[148,465,647],{"id":149,"date":150,"date_gmt":150,"guid":151,"modified":97,"modified_gmt":97,"slug":153,"status":19,"type":93,"link":96,"title":154,"content":155,"excerpt":158,"author":159,"featured_media":160,"comment_status":20,"ping_status":20,"sticky":157,"template":5,"format":161,"meta":162,"categories":164,"collections":166,"coauthors":167,"class_list":169,"acf":177,"head_links":178,"breadcrumbs":179,"url_path":96,"search_description":187,"featured_image_urls":188,"authors":223,"type_nicename":232,"reading_minutes":98,"category":233,"yoast_title":163,"yoast_meta":235,"yoast_json_ld":289,"_links":415},31703,"2025-01-27T16:11:19",{"rendered":152},"\u002F?p=31703","brands-safety-on-social-media",{"rendered":94},{"rendered":156,"protected":157},"\n\u003Cp>Since the Cambridge Analytica scandal in 2016, social media platforms like TikTok, Meta, and X have faced increasing scrutiny from governments worldwide. This culminated in TikTok’s short-lived ban in 2025—raising the question: how can marketers protect brand safety in such an unpredictable landscape?\u003C\u002Fp>\n\n\n\n\u003Cp>In the last 5 years alone, we have seen bans, controversy and boycotts become more and more prevalent – not only from consumers but also from government bodies. As of writing, it has been a short time since the TikTok ban in the United States was lifted, with the future of the app still in the air. X, previously known as Twitter has also been mass boycotted, with communities on Reddit banning links from the platform \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbc.co.uk\u002Fnews\u002Farticles\u002Fc77r1p887e5o\">in response to Musk’s fascist salute\u003C\u002Fa> at the 2025 inauguration of President Donald Trump.\u003C\u002Fp>\n\n\n\n\u003Cp>Not all platforms are safe from scrutiny – beyond the Cambridge Analytica scandal, Meta has recently been under fire from the European Union’s antitrust commission, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fec.europa.eu\u002Fcommission\u002Fpresscorner\u002Fdetail\u002Fpt\u002Fip_22_7728\">citing\u003C\u002Fa> that “the company breached EU antitrust rules by distorting competition in the markets for online classified ads. The Commission takes issue with Meta tying its online classified ads service, Facebook Marketplace, to its personal social network, Facebook.”\u003C\u002Fp>\n\n\n\n\u003Cp>As marketers, we need to consider what brands we’re associated with. Brands that manufacture and distribute products may make certain decisions about what suppliers they should work with, so why shouldn’t we be more critical about what social media platforms we use to market our brand?\u003C\u002Fp>\n\n\n\n\u003Cp>The problem is the reach that these platforms offer. The top 5 \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.shopify.com\u002Fuk\u002Fblog\u002Fmost-popular-social-media-platforms\">social media platforms\u003C\u002Fa> for 2024 were Facebook, YouTube, Instagram, WhatsApp and TikTok. None of these has been shy of controversy in recent years, but it would be short-sighted to cut these out of any social media strategy, paid or organic. Sometimes it is best to work with the devil you know, especially when it means keeping up with your competitors.\u003C\u002Fp>\n\n\n\n\u003Cp>However, despite this instability in the current social media landscape, it isn’t to say that there is nothing we can do as marketers about it. Brand safety is a top priority for ensuring your brand is credible and positive for your customers, and in this blog, we’ll be outlining our recommendations for keeping on top of brand safety and mitigating risk regardless of potential disruption in the social media space.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-social-media-environment-in-2025-whats-happened-so-far\">\u003Cstrong>The social media environment in 2025 – what’s happened so far?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"tiktok\">\u003Cstrong>TikTok\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>On Sunday 19th of January, users in the US faced a short-lived region lock which left advertisers scrambling to respond with no visibility as to when (or if) the U.S. Government would come to an agreement with ByteDance which would reinstate the platform. With over \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbc.com\u002Fworklife\u002Farticle\u002F20240425-us-tik-tok-ban-small-business-creator-revenue\">seven million small businesses\u003C\u002Fa> on the platform in the US and almost \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketingbrew.com\u002Fstories\u002F2024\u002F03\u002F05\u002Ftiktok-ad-spend-1-billion-mediaradar\">$4 billion spent on ads in 2023\u003C\u002Fa>, marketers are understandably concerned about the implications of an extended TikTok ban in the region.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"meta\">\u003Cstrong>Met\u003C\u002Fstrong>a\u003C\u002Fh3>\n\n\n\n\u003Cp>Beyond Cambridge Analytics and the European Commission, Meta has also come under fire for sparking calls for a ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.nbcnews.com\u002Ftech\u002Fsocial-media\u002Fmeta-boycott-facebook-instagram-users-delete-accounts-policy-changes-rcna187480\">user exodus\u003C\u002Fa>’ following a series of policy changes announced by CEO Mark Zuckerberg. As a result this would end the platform’s third-party fact-checking system and disbanding its diversity, equity and inclusion team.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"x-twitter\">\u003Cstrong>X\u002FTwitter\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>As CEO of \u003Cstrong>X\u003C\u002Fstrong>, Elon Musk’s controversially growing involvement with the U.S. Government and recent comments on European politics have resulted in the platform \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Fmedia\u002F2024\u002Fdec\u002F11\u002Ffrom-x-to-bluesky-why-are-people-abandoning-twitter-digital-town-square\">haemorrhaging users\u003C\u002Fa> over the past few months as people \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmashable.com\u002Farticle\u002Fbluesky-fake-accounts-problem\">search for alternatives\u003C\u002Fa>. Dating from the initial Twitter takeover and renaming of the platform to X, many brands had already begun to see the platform as an \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.standard.co.uk\u002Fnews\u002Ftech\u002Fwhich-brands-quit-x-twitter-elon-musk-guardian-npr-balenciaga-b1193886.html\">unjustified risk\u003C\u002Fa>, pulling spend from \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Ftwitter-advertising\u002F\">X’s advertising\u003C\u002Fa> service.\u003C\u002Fp>\n\n\n\n\u003Cp>With this unprecedented instability among social media titans and thousands of users boycotting staple platforms, it’s more important than ever for marketers to be agile and robustly prepare for the unexpected as part of their 2025 strategy.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-can-marketers-minimise-risk-in-platform\">\u003Cstrong>How can marketers minimise risk in-platform?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As a first line of defence during periods of heightened sensitivity on social media, we recommend ensuring that in-platform brand safety tools are leveraged to their full scope. \u003C\u002Fp>\n\n\n\n\u003Cp>TikTok, Meta and X all provide some control over what kind of content ads can appear against within a user’s feed, on top of a foundation of in-built brand safety measures. Keeping track of these controls and leveraging keyword\u002Ftopic exclusions to protect brand identity is essential. With brand safety \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.standard.co.uk\u002Fnews\u002Ftech\u002Fwhich-brands-quit-x-twitter-elon-musk-guardian-npr-balenciaga-b1193886.html\">becoming a mounting concern on X\u003C\u002Fa>, brands looking to leverage the platform should consider reviewing their safety controls (accessible at an ad group level), which offer a range of sensitivity settings as well as keyword and account handle exclusions.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1880\" height=\"666\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fsocial-media-sensitivity-settings.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-31706\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>It’s also wise to keep a closer eye on comment engagement across all platforms as social media environments evolve. Meta and TikTok both allow straightforward visibility and keyword filtering of comments, with the latter providing a comprehensive tool facilitating sentiment analysis over time for easy moderation – found under the ‘Analytics’ section of TikTok Ad Manager.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1360\" height=\"648\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fsocial-media-sentiment-ratio.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-31707\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>For more sophisticated social listening trends beyond a single platform – investments into tools such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.brandwatch.com\u002F\">Brandwatch\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.sprinklr.com\u002F\">Sprinklr\u003C\u002Fa> can help to monitor sentiment and shifts in user behaviour proactively. If used well, these tools can help to shift strategies if brands suddenly need to reach key audiences elsewhere.\u003C\u002Fp>\n\n\n\n\u003Cp>Campaign structure is also key to resilience against potential blackouts or delivery issues. High campaign volumes with manual, granular budget allocation can result in wasted or poorly optimised spend under such circumstances. Therefore, building a consolidated campaign structure with minimal campaign volumes and utilising in-platform budget-optimisation tools (offered by all 3 platforms) allows for greater budget versatility, with spend redistributing in the case of a regional outage, or if certain demographics are choosing to leave\u002Fjoin platforms in response to developing news.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"factoring-uncertainty-into-media-planning\">\u003Cstrong>Factoring uncertainty into media planning\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With an uncertain future for some of the largest social media platforms, marketers must avoid ‘putting all their eggs in one basket’ in terms of media spend, as pushing all resources into one platform, regardless of its efficiency, can lead to downtime in the event of an unexpected blackout. \u003C\u002Fp>\n\n\n\n\u003Cp>A diverse, cross-platform strategy built on meticulous \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002Fmedia-planning\u002F\">media planning\u003C\u002Fa> is crucial to stable performance. Now, more than ever, it’s important for marketers to build a deep understanding of the full scope of how different platforms deliver results through reliable \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">measurement\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>For brands with an established presence across multiple marketing channels, we recommend leveraging Marketing Mix Modelling (MMM), a comprehensive and accurate model which provides invaluable insights into the true impact of your cross-platform activity by harnessing existing data. This then informs how spend should be allocated and weighted between channels based on its impact on performance as a whole. Our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmedia-mix-modelling\u002F\">blog post\u003C\u002Fa> on MMM covers this approach in more detail.\u003C\u002Fp>\n\n\n\n\u003Cp>For brands looking to expand into new channels, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fincrementality-testing\u002F\">incrementality testing\u003C\u002Fa> is essential for evaluating performance. By selectively increasing or decreasing spend in test and control segments (i.e. location), this form of testing reveals the incremental impact of marketing activity on overall revenue, building a clearer picture for marketers of the true value of each platform they invest in. If you’d like to know more about how incrementality testing can prove the value of a marketing channel, read our case study \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fnorse-atlantic-airways-incrementality\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Using these methods in tandem builds a comprehensive knowledge of platform activity & effectiveness, and facilitates a ‘Test and Learn’ approach – the best way to stay agile and adaptable during uncertain periods. \u003C\u002Fp>\n\n\n\n\u003Cp>Keep in mind the learnings derived from these tests when planning media spend and forecasting results – as you can avoid overcommitting spend where it could be vulnerable. With reliable data to justify budget allocation, contingency planning will be easier, mitigating risk.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s also wise to ensure that, as part of diversifying strategy, the process of branching into new platforms is as frictionless as possible to reduce impact on performance, particularly if changes are made in response to unexpected platform outages.\u003C\u002Fp>\n\n\n\n\u003Cp>Crucially, creative should be designed to be scalable and suitable for a range of platforms where appropriate, to reduce downtime caused by the design process and avoid losses if circumstances necessitate a sudden pivot. \u003C\u002Fp>\n\n\n\n\u003Cp>First-party data is also useful for softening the transition period – a wealth of data based on CRM platforms and customer lists can help mitigate campaign learning periods and connect with a known audience who may be present across multiple platforms.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"turning-evidence-into-action\">\u003Cstrong>Turning Evidence into Action\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The most infallible paid social marketing strategies embrace the concept of ‘Evidence into Action’, turning continuous experimentation into a foundation of confidence, even when moving into periods of heightened uncertainty. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re feeling daunted by industry instability as we move into 2025, we’re here to support you in building an optimised and agile approach to paid social investment.\u003C\u002Fp>\n\n\n\n\u003Cp>At Impression, our experts leverage industry-leading testing and modelling to fully understand the cause and effect of your media investments and inform a bespoke, resilient strategy which can withstand platform downtime. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Talk to one of our team\u003C\u002Fa> to find out more about how we can help, or check out our other paid social \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">blogs\u003C\u002Fa> for more actionable insights.\u003C\u002Fp>\n",false,{"rendered":95,"protected":157},128,31711,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":163,"_yoast_wpseo_metadesc":5,"inline_featured_image":157,"footnotes":5},"Bans, Controversy & Boycotts: Brand safety in the social media landscape | Impression",[165],36,[],[168],228,[170,93,171,172,173,174,175,176],"post-31703","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social",[],[],[180,181,184,185],{"path":132,"name":133},{"path":182,"name":183},"\u002Fblog\u002F","Blog",{"path":104,"name":18},{"path":141,"name":186},"Bans, Controversy & Boycotts: How brands can safely navigate disruption in the social media landscape","Since the Cambridge Analytica scandal in 2016, social media platforms like TikTok, Meta, and X have faced increasing scrutiny from governments worldwide. This culminated in TikTok’s short-lived ban in 2025—raising the question: how can marketers protect brand safety in such an unpredictable landscape? In the last 5 years alone, we have seen bans, controversy and […]",{"thumbnail":189,"medium":191,"medium_large":193,"large":195,"1536x1536":199,"2048x2048":201,"post-thumbnail":203,"12_col":205,"default_landscape":207,"default_portrait":209,"6_col_and_margin_short":211,"11_col_and_margin":213,"9_col_rectangle":215,"11_col":217,"staff_image_696_600":219,"rectangular_thumbnail":221},{"url":99,"width":190,"height":190},640,{"url":192,"width":50,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=160",{"url":194,"width":53,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=960&q=90&w=768",{"url":196,"width":197,"height":198},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":200,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1229",{"url":202,"width":62,"height":62},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1638",{"url":204,"width":65,"height":66},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=0%2C574%2C2400%2C1522&w=1860",{"url":206,"width":68,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":208,"width":71,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":210,"width":45,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":212,"width":65,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":214,"width":75,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":216,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":218,"width":80,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":220,"width":44,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":222,"width":83,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fjustus-menke-caQwgmo2lro-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&rect=0%2C741%2C2400%2C960&w=750",[224],{"id":159,"path":225,"display_name":4,"job_title":10,"description":6,"avatar_url":102,"acf":226},"\u002Fabout\u002Four-team\u002Fjasmine-gorst\u002F",{"job_title":10,"full_bio":11,"specialist_service_links":227,"photo":230},[228],{"page":229,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":25,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":25,"date":39,"modified":39,"menu_order":25,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":231},{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"12_col-height":69,"default_landscape":70,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":72,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":73,"6_col_and_margin_short-width":65,"6_col_and_margin_short-height":69,"11_col_and_margin":74,"11_col_and_margin-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In this blog, we’ll be exploring which social listening tools you can leverage to analyse your competitor’s ads, and why you should be using them to enhance your paid social activity.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#keeping-on-top-of-competitor-activity\">Keeping on top of competitor activity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-social-listening\">What is social listening?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#different-social-listening-tools\">Different social listening tools?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ad-libraries\">Ad Libraries\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#tiktok\">TikTok\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#meta\">Meta\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-can-this-information-be-helpful\">How can this information be helpful?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#alternative-tools\">Alternative tools\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#putting-your-analysis-into-action\">Putting your analysis into action\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"keeping-on-top-of-competitor-activity\">\u003Cstrong>Keeping on top of competitor activity\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As marketers, we are faced with increasingly limited targeting options available on paid social platforms and there is likely an overlap between your target audiences and your competitors’. Identifying and leveraging trends via analysis tools can be crucial to making the most of these audiences and getting the upper hand.\u003C\u002Fp>\n\n\n\n\u003Cp>Investigating competitor activity can appear overwhelming, and with hundreds of ads across a growing number of platforms, identifying where and what to look for may be dismissed as an inefficient use of time. However, with many monitoring tools available to help streamline the process, you can reap the benefits of competitor ad analysis with minimal effort.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-social-listening\">\u003Cstrong>What is social listening?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>‘Social listening’ refers to the wider practice of cultivating an understanding of how a brand is positioned within the market based on ongoing analysis of data and conversation in online spaces. Since this is a very broad definition and can encompass many things, we’ll focus on social listening for competitor analysis as part of a paid social strategy.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"different-social-listening-tools\">\u003Cstrong>Different social listening tools \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>You don’t need to look far to find social listening tools that can be incorporated into your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">paid social\u003C\u002Fa> strategy. Platforms are offering an increasing number of native social listening solutions and transparency tools which can be accessed for free – examples include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fads\u002Flibrary\u002F?active_status=all&ad_type=political_and_issue_ads&country=GB&media_type=all\">Meta Ad Library \u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>Meta in-feed transparency information\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Flibrary.tiktok.com\u002Fads\">TikTok Ad Library\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>LinkedIn profile ‘ads’ filter\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ad-libraries\">Ad Libraries\u003C\u002Fh3>\n\n\n\n\u003Cp>Native ad libraries allow you to search for ads by brand. Currently, both Meta and TikTok offer an ad library as part of their transparency tools. It’s also possible to search using keywords, which makes these libraries useful for identifying who is prominent in your market. \u003C\u002Fp>\n\n\n\n\u003Cp>Native ad libraries offer varying levels of detail about each ad:\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"tiktok\">TikTok\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Provides a significant amount of information, such as age, gender and location targeting as well as target audience size and reach.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1048\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Ftik-tok-ad-library.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25655\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"meta\">Meta\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Provides less detail, but does allow filtering by active status, language, and media type for both Instagram and Facebook competitor ads.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"959\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fmeta-ad-library.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25654\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Whilst it does not provide a fully searchable library, LinkedIn also allows you to view others’ ads, which can be enough to gather surface-level insights.\u003C\u002Fp>\n\n\n\n\u003Cp>Many platforms also have additional in-feed transparency tools intended for users which can help draw insights. For instance, if you see a competitor’s ad on your Meta feed, by clicking ‘Why am I seeing this ad?’ you can uncover more information about competitor targeting from within their audiences, however, this isn’t available when searching in Ads Library.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"814\" height=\"898\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fmeta-ad-transparency.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25653\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-can-this-information-be-helpful\">\u003Cstrong>How can this information be helpful?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>A quick search across these in-platform libraries and transparency tools may not reveal in-depth data or statistics, however, in most cases, it’s enough to get an overview of what kind of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002Fcreative\u002F\">creative\u003C\u002Fa> and messaging is performing the best for your competitors. You can also see the offers they are promoting, and in some cases which funnel stages or audiences they’re targeting. \u003C\u002Fp>\n\n\n\n\u003Cp>The information which is provided, such as creative, reach, CTA, and audience targeting can help you gather a reasonable level of detail about your competitor’s strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>Putting together a simple document listing competitors’ ads and any available details you can uncover goes a long way towards having a bank of insights and ideas – which can then assist you and your team when creating paid social activity.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"alternative-tools\">\u003Cstrong>Alternative tools\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If the information offered by the platforms themselves feels too limited, there are a variety of third-party tools you can leverage to build on the data you’ve already collected, such as: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fpoweradspy.com\u002F\">PowerAdSpy\u003C\u002Fa> – offering visibility and breakdowns of competitor ads across a range of platforms including Facebook, Instagram and Youtube\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.similarweb.com\u002F\">Similarweb\u003C\u002Fa> – breaks down the sources of social media traffic to a site, allowing marketers to build a picture of which platforms competitors could be running paid ads on\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>External social listening tools can come as both free and paid services, and can often offer a greater level of detail than native transparency tools. They can also offer cross-platform data which saves research time and build a broader picture of competitor paid social activity.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"putting-your-analysis-into-action\">\u003Cstrong>Putting your analysis into action\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Once you have used these listening tools to build a picture of your competitor’s strategy, you can start determining how you can apply your findings to enhance your activity. \u003C\u002Fp>\n\n\n\n\u003Cp>Consider where you can take advantage of trends in campaign structure and creative design and where there are gaps that your brand can fill. Recognise what target audiences respond to the best. \u003C\u002Fp>\n\n\n\n\u003Cp>Develop a strong sense of what is and isn’t working within your market, put your learnings into action and begin testing your competitor’s findings against your strategy, whether that means designing new creative or implementing a new campaign structure.\u003C\u002Fp>\n\n\n\n\u003Cp>Lastly, keep in mind that competitors don’t always get it right, so exercise caution and implement split tests – you’re looking to learn from their successes without inheriting their mistakes.\u003C\u002Fp>\n\n\n\n\u003Cp>For more insights into how to level up your paid social strategy, check out our other paid social \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">blogs\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">talk with one of our team\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":107,"protected":157},25657,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":476,"_yoast_wpseo_metadesc":477,"inline_featured_image":157,"footnotes":5},"Monitoring competitor ads using social listening tools | Impression","Learn why it is important to keep an eye on your competitor’s paid social ads, how you can monitor them, and what to do with the insights gained. Read 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ef":624},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=25644",[626],{"count":120,"href":627},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F25644\u002Frevisions",[629],{"id":630,"href":631},25659,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F25644\u002Frevisions\u002F25659",[633],{"embeddable":88,"href":634},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F25657",[636],{"href":637},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=25644",[639,641,643],{"taxonomy":454,"embeddable":88,"href":640},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=25644",{"taxonomy":457,"embeddable":88,"href":642},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=25644",{"taxonomy":127,"embeddable":88,"href":644},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=25644",[646],{"name":463,"href":464,"templated":88},{"id":648,"date":649,"date_gmt":649,"guid":650,"modified":119,"modified_gmt":119,"slug":652,"status":19,"type":93,"link":118,"title":653,"content":654,"excerpt":656,"author":159,"featured_media":657,"comment_status":20,"ping_status":20,"sticky":157,"template":5,"format":161,"meta":658,"categories":661,"collections":662,"coauthors":663,"class_list":664,"acf":666,"head_links":667,"breadcrumbs":668,"url_path":118,"search_description":660,"featured_image_urls":673,"authors":705,"type_nicename":232,"reading_minutes":120,"category":713,"yoast_title":659,"yoast_meta":715,"yoast_json_ld":743,"_links":792},21413,"2023-02-07T11:51:03",{"rendered":651},"\u002F?p=21413","what-is-meta-advantage-suite",{"rendered":116},{"rendered":655,"protected":157},"\n\u003Cp>The automated features within Meta’s offering are constantly evolving and data shows that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fmeta-advantage-automation-ad-suite-performance\">77%\u003C\u002Fa> of advertisers utilising Meta’s automated products had saved several hours a week. With this in mind, it’s crucial to keep on top of how the platform is changing to help you increase efficiency and stay ahead of the curve. \u003C\u002Fp>\n\n\n\n\u003Cp>In this blog, we’ll delve into Meta’s range of Advantage services, the costs and benefits, and to what extent marketers can allow Meta to take control of their ad campaigns.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-meta-advantage\">What is Meta Advantage?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-does-advantage-offer\">What does Advantage offer?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#advantage-lookalike-formerly-lookalike-expansion\">Advantage lookalike (formerly lookalike expansion)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#advantage-detailed-targeting-formerly-detailed-targeting-expansion\">Advantage detailed targeting (formerly detailed targeting expansion)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#advantage-custom-audience\">Advantage Custom Audience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#advantage-app-campaigns-formerly-automated-app-ads\">Advantage+ app campaigns (formerly automated app ads)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#advantage-placements-formerly-automatic-placements\">Advantage+ placements (formerly Automatic Placements)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#advantage-creative-formerly-dynamic-experiences\">Advantage+ creative (formerly dynamic experiences)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#advantage-shopping-campaigns\">Advantage+ shopping campaigns\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#advantage-catalogue-ads\">Advantage+ catalogue ads\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#other-noteworthy-automation-services\">Other noteworthy automation services\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#campaign-budget-optimisation\">Campaign budget optimisation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#dynamic-creative\">Dynamic creative\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#should-i-use-these-automation-services\">Should I use these automation services?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-meta-advantage\">What is Meta Advantage?\u003C\u002Fh2>\n\n\n\n\u003Cp>Meta’s Advantage suite uses machine learning to automate elements of an ad campaign. Broadly, the Advantage suite aims to optimise campaigns and reduce the number of manual inputs you have to make to set up and maintain your campaigns. Meta’s machine learning algorithms mean that Advantage products can learn on an account-to-account basis and adjust strategies in real-time. Advantage products are designed to gather insight into what works best for your brand, applying this intelligence to run your campaigns smoothly with minimal user input.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-does-advantage-offer\">What does Advantage offer?\u003C\u002Fh2>\n\n\n\n\u003Cp>Meta’s Advantage suite is divided into 2 parts – Advantage and Advantage+. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Advantage\u003C\u002Fstrong> services are designed to automate and optimise smaller elements of a campaign such as audiences, enhancing individual parts but not fully controlling the campaign by itself. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Advantage+\u003C\u002Fstrong> services are where the bulk of Meta’s complex machine learning technology is used, and are intended to be used together to automate full campaigns end-to-end. Meta appears to be trying to automatically implement best practices into the campaign-building process as much as possible. \u003C\u002Fp>\n\n\n\n\u003Cp>Here are all the services currently under the Advantage banner as of January 2023:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"advantage-lookalike-formerly-lookalike-expansion\">\u003Cstrong>Advantage lookalike (\u003C\u002Fstrong>formerly lookalike expansion)\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fmeta-advantage-lookalike.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Advantage lookalike+. Reach people beyond your Lookalike Audiences when it is likely to improve performance.\" class=\"wp-image-21431\" width=\"555\" height=\"77\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This identifies users outside of your lookalike parameters whom it believes are likely to generate better performance and will expand lookalike audiences to include them. It’s best to exercise caution with this feature, as it runs the risk of expanding beyond your target audience and showing your ads to users that may not find them relevant. However, Meta claims that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fmeta-advantage-automation-ad-suite-performance\">CPA can be improved\u003C\u002Fa> by utilising Advantage Lookalikes which could be a good option if you aren’t achieving your desired performance from your lookalike audiences.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"advantage-detailed-targeting-formerly-detailed-targeting-expansion\">\u003Cstrong>Advantage detailed targeting \u003C\u002Fstrong>(formerly detailed targeting expansion)\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fmeta-advantage-detailed-targeting.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Advantage detailed targeting. Reach Account Centre accounts beyond your detailed targeting selections when it's likely to improve performance.\" class=\"wp-image-21430\" width=\"572\" height=\"73\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This is similar to Advantage lookalike, however, it applies to audiences defined by traits\u002Finterests rather than lookalikes. It broadens your audiences based on where strong performance is predicted to come from and will continue to make adjustments as your campaign runs. We’ve found it useful for casting the net wider once small and\u002For specific audiences become saturated, so it’s worth keeping in mind if you’re looking to target niche groups.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"advantage-custom-audience\">Advantage Custom Audience\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fmeta-advantage-custom-audiences.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Advantage Custom Audience+. Reach people beyond your Custom Audience when it is likely to improve performance.\" class=\"wp-image-21429\" width=\"577\" height=\"52\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This uses your Custom Audience as a source to guide dynamic audience expansion, similar to Advantage lookalike and Advantage detailed targeting. It’s automatically turned on for all campaigns that include a website, mobile or engagement custom audience. You’ll need to opt-out if you don’t want to use this feature. Similarly to the other Advantage audience products, we’ve found Advantage Custom Audience useful for boosting reach in cases where the volume of previous customers or website visitors is low.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"advantage-app-campaigns-formerly-automated-app-ads\">\u003Cstrong>Advantage+ app campaigns \u003C\u002Fstrong>(formerly automated app ads)\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fmeta-advantage-plus-app-campaigns.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21432\" width=\"576\" height=\"69\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This aims to automate and simplify the process of creating and running app install campaigns. It uses machine learning algorithms to determine the best combinations of creatives, copy, placements and audiences to improve app campaign effectiveness.\u003C\u002Fp>\n\n\n\n\u003Cp>Everything is amalgamated into one campaign, one ad set, and one ad in a simple structure designed to streamline the app campaign process.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"advantage-placements-formerly-automatic-placements\">\u003Cstrong>Advantage+ placements \u003C\u002Fstrong>(formerly Automatic Placements)\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fmeta-advantage-plus-placements.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Advantage+ placements (Recommended) Use Advantage+ placements to maximise your budget and help show your ads to more people. Facebook's delivery system will allocate your ad set's budget across multiple placements based on where they're likely to perform best.\" class=\"wp-image-21435\" width=\"560\" height=\"85\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This determines the best placements for your ads across Meta’s platforms, based on the algorithm’s prior experience and data gathered during the course of your campaign. This feature can save a substantial amount of time, reducing the need to manually choose and review where your ads are shown.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst this eliminates the need to manually select placements, Meta warns that ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fmeta-advantage-automation-ad-suite-performance\">not all advertisers will see improved performance\u003C\u002Fa>’. In many circumstances, this feature can save you a lot of time, however, it’s important to keep an eye on where your ads are appearing, as Meta’s placements can sometimes be suboptimal for your particular goals.\u003C\u002Fp>\n\n\n\n\u003Cp>When the full range of creative variants are not provided by the creator of the campaign, Meta will occasionally make dimension errors when matching creatives to ad formats. Performance in some placements can often be notably worse than others depending on the campaign objective. When using Advantage+ Placements, keep an eye on placement breakdowns to make sure you’re getting the best results and revert to manual if you see room for efficiency.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"advantage-creative-formerly-dynamic-experiences\">\u003Cstrong>Advantage+ creative \u003C\u002Fstrong>(formerly dynamic experiences)\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fmeta-advantage-plus-creativev.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Advantage+ creative. Tailor your ad for the person viewing it by letting us automatically optimise your creative. This can help improve performance.\" class=\"wp-image-21434\" width=\"569\" height=\"415\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This optimises your creatives via a range of ‘standard enhancements’, including adjusting image brightness and contrast, applying filters, cropping, adding music, and adding templates. Meta’s algorithms will then present different versions of your ad creatives to different people, depending on what it believes they are likely to respond to. \u003C\u002Fp>\n\n\n\n\u003Cp>Whilst being an innovative and interesting technology that allows for some individual personalisation within your audiences, this tool should be used with some caution as it ultimately removes your control and can impact the consistency of your creatives.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"advantage-shopping-campaigns\">Advantage+ shopping campaigns\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fmeta-advantage-plus-shopping-campaign.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Advantage+ shopping campaign. Maximise performance and find new customers. Preset settings include automatic placements, lowest cost bid strategy and more.\" class=\"wp-image-21436\" width=\"576\" height=\"127\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Advantage+ shopping campaigns (ASC) left beta in mid-August 2022 and are being rolled out more widely. The most comprehensive of all Advantage services, it is capable of automating an entire campaign from start to finish, and aims to ‘eliminate the manual steps of ad creation’. Up to 150 creative combinations can be automated at the same time to optimise the distribution of advertising budgets with minimal input from the user, offering personalised products from your catalogue to\u003Cstrong> both prospecting and remarketing audiences under one campaign – potentially signalling the end of messaging tailored by funnel stages! \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>You can, however, set a spend limit on what proportion of your budget is allocated to prospecting vs remarketing audiences.\u003C\u002Fp>\n\n\n\n\u003Cp>Meta claims that Advantage+ Shopping campaigns generated a\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fmeta-advantage-automation-ad-suite-performance\"> 12%\u003C\u002Fa> lower CPA across 15 A\u002FB tests when compared to standard campaigns. Reminiscent of Google’s Performance Max campaigns, this tool could potentially revolutionise campaign creation for busy or inexperienced marketers, streamlining and optimising the process.\u003C\u002Fp>\n\n\n\n\u003Cp>However, it’s still early days for this product. Though Meta’s claims had us hoping ASCs would be a roaring success, Impression’s trials have yielded some inconsistent results. \u003C\u002Fp>\n\n\n\n\u003Cp>Revenue and ROAS both decreased during our tests, and we found ourselves requiring more control over spend and creative at different funnel stages. So a word of caution to advertisers – test, test, test before abandoning your existing structures!\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"advantage-catalogue-ads\">Advantage+ catalogue ads\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fmeta-advantage-plus-catalogue.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Advantage+ catalogue ads. Automatically use media from your catalogue. We'll show each person the catalogue items that they're most likely to engage with.\" class=\"wp-image-21433\" width=\"535\" height=\"231\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Formerly known as dynamic ads, Advantage+ catalogue ads use machine learning to automatically deliver items from a large catalogue to potential customers by matching products to their interests and actions.\u003C\u002Fp>\n\n\n\n\u003Cp>These ads appear the same as any other ad, however, they are personalised to each customer based on what products they’re most likely to want to buy, which can be targeted based on users taking actions on your website, or to a much broader audience using Meta’s estimate of what products they’re likely to be interested in. \u003C\u002Fp>\n\n\n\n\u003Cp>Also available are \u003Cstrong>Advantage+ international catalogue ads\u003C\u002Fstrong>, which will automatically show users products with the correct information for their language and location. Advantage+ catalogue ads are brilliant to target users at various funnel stages. They allow you to match the right products to the right people, be it a specific or broad audience. This is exceptionally useful for ecommerce businesses with a wide range of products where creating individual ads for each product would be costly and time-consuming.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"other-noteworthy-automation-services\">Other noteworthy automation services\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"campaign-budget-optimisation\">Campaign budget optimisation\u003C\u002Fh3>\n\n\n\n\u003Cp>Rather than manually allocating a static budget to each ad set, Meta ads manager allows you to simply set a maximum budget at the campaign level, and Meta’s machine learning model will manage the budget each ad set receives based on where it believes it will produce the best performance. This tool is dynamic and reacts to changes very quickly, allowing advertisers to somewhat relax when it comes to managing budget allocation. \u003C\u002Fp>\n\n\n\n\u003Cp>That being said, no tool is perfect, and campaign budgets do have their shortcomings. It’s sensible to keep a close eye on how your ad sets are spending, as Meta can be rather ruthless with decreasing and increasing spend, which could lead to some of your ad sets being allocated a smaller budget before you are able to see for yourself how they’re performing.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"dynamic-creative\">Dynamic creative\u003C\u002Fh3>\n\n\n\n\u003Cp>Dynamic creative will use 10 variations of ad copy and 10 variations of media, serving various different combinations based on what it thinks your audience will be receptive to.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"should-i-use-these-automation-services\">Should I use these automation services?\u003C\u002Fh2>\n\n\n\n\u003Cp>By introducing these automation tools, Meta aims to reduce the time marketers have to plan and monitor their campaigns and minimise risks associated with experimenting beyond best practices. Meta’s existing ad setup is accessible and user-friendly for marketers with more limited experience in building Meta ad campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>At the same time, Meta is gaining more control over the way ads run across its platforms. Although convenient, this may not suit all marketers as they contribute to the transition of Meta ad services into more of a so-called ‘black box’, meaning that its AI’s decision-making processes isn’t always readily available for scrutiny, and knowledge of how your campaigns are being managed is ultimately handed over to Meta.\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>Although Meta encourages marketers to make use of its Advantage suite, whether or not you should apply its features to your own campaigns depends on a range of factors.\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>If you’re new to Meta advertising and you’re running multiple campaigns across several businesses, or you’re simply pushed for time, Meta’s automation services are a favourable option. It allows you to set up campaigns quickly and easily, and won’t require any user input other than monitoring performance on a regular basis.\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>Despite Meta providing some compelling statistics for its Advantage services, we’ve seen a mixed bag in terms of performance when running our own trials.\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Meta clearly views automation as the way forward, and as a result, running entirely manual campaigns is becoming more difficult as Meta develops Advantage & Advantage+ services. \u003C\u002Fp>\n\n\n\n\u003Cp>It is essential to stay up-to-date on these advancements and to know the latest tools available to you. However, it is advisable to thoroughly test these yourself and monitor campaign performance closely during the rollout of any new feature. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re a seasoned marketer and if you’ve got time on your hands, or you’re only running a handful of campaigns, it might be worth managing your campaigns manually. You’ll have much more control over your campaigns, however, limited machine learning and data density. Segmenting campaigns can make it easier to identify when things are going wrong, when things can be improved and where there are areas of untapped potential. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re in need of an effective Meta Ads strategy, our team can help. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Speak to our team today\u003C\u002Fa> or head over to our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fmeta-ads-agency\u002F\">Meta Ads Agency\u003C\u002Fa> page to discover the suite of services we offer and how we can help.\u003C\u002Fp>\n\n\n\n\u003Cp>To keep up to date with the evolution of Meta’s suite of automation tools, check back here for the latest from Impression on Meta’s advantage suite. For more updates on everything in the world of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa>, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">blogs\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":117,"protected":157},21449,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":659,"_yoast_wpseo_metadesc":660,"inline_featured_image":157,"footnotes":5},"Meta Advantage Suite 101 - What it is, how it works, and should you use it? | Impression","Explore Meta’s range of Advantage services, the costs and benefits, and to what extent marketers can allow Meta to take control of their ad 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