Meta rolls out per-creative audience targeting for Facebook and Instagram ads

Jon Loomer reports that Meta is rolling out the ability for advertisers to assign a specific age and gender audience to each ad creative, allowing demographic customization without requiring separate ad sets. The feature appears across all campaign objectives and is toggled on by default for Sales campaigns; it works with both Meta's new multimedia ad creation workflow and the original single-media experience. The audience assignments function as suggestions rather than hard restrictions, meaning Meta may still deliver ads beyond the specified demographic if it predicts better results, and Loomer notes the feature echoes Meta's broader shift toward creative-based targeting while maintaining some degree of advertiser control.