Meta launches new AI-powered ad tools

Hal Crawford

June 5, 2025 3:00

Meta is rolling out three new ad optimisation tools that it says will let advertisers target valuable customers better and re-allocate spend that isn’t delivering results.

Meta’s APAC director of monetisation Damian Kim said the three new tools were called “value rules”, “value optimisation” and “incremental attribution”.

Damian Kim delivering the news

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Hal Crawford

Crawford has worked across news media over a 30-year career, including running Ninemsn editorial in Sydney (editor-in-chief and publisher) and the TV3 newsroom in Auckland (chief news officer).

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