Meta is rolling out a new suite of marketing tools that put personalization, automation, and contextual relevance at the center of advertising. These updates represent more than incremental changes—they are designed to help advertisers better connect with shoppers across Meta platforms, making campaigns more effective and easier to manage.

XMP continuously follows the cutting-edge trends in digital advertising and has sorted out and interpreted the latest series of product features launched by Meta, aiming to help advertisers quickly grasp the updated highlights and seize new advertising opportunities. In this article, XMP offers a breakdown of the major updates, explained step by step.

Let's dive in.

ASC/AAC Gradual Retirement

What is it

Meta recently announced a major update to its Marketing API. Starting October 8, 2025, the legacy ASC (Advantage+ Shopping Campaign) and AAC (Advantage+ App Campaign) APIs will no longer support the creation of new ads. By Q1 2026, these older APIs will be fully retired, with all campaigns migrating to the unified Advantage+ Framework. This transition marks Meta's full shift toward AI-powered advertising.

How it works

Automatic Migration (via API)

Copy migration: Use the migrate_to_advantage_plus=true parameter when duplicating campaigns via API to generate a new Advantage+ campaign.

Direct migration: Apply the same parameter to existing campaigns via API to upgrade them while retaining the original campaign ID.

Manual Migration (via Ads Manager)

When editing legacy campaigns in Ads Manager, the system will automatically prompt an upgrade. Follow the on-screen instructions to complete the migration.

Brand-Level Controls (BLC)

What it is

Meta is giving advertisers more control at the brand level. Brand-Level Controls, also known as Brand Level Customizations (BLC), give advertisers greater flexibility in managing campaigns at the brand level—particularly useful for e-commerce marketplaces.

How it works

With BLC, advertisers can run a single ad that showcases products from multiple sellers while still being able to monitor and optimize performance for each individual brand. They can also focus on boosting sales for a specific brand's products instead of promoting the entire catalog, allowing for more precise optimization of return on ad spend (ROAS). The feature enables inventory grouping, which allows multiple brands to be combined into one product set, simplifying stock management and advertising operations. Advertisers can even assign tailored budgets to each brand to ensure fair exposure that aligns with the level of investment.