Advantage+ catalog ads are Meta's AI-run dynamic product ad format, pulling creative from your product catalog; since January 2026 they support only retargeting, custom audiences, and AI discovery, with manual detailed-interest targeting removed.
Advantage+ catalog ads pull creative automatically from a connected product catalog, showing the right product to the right person without an advertiser building individual ads per SKU. They sit inside Meta's Advantage+ system, which handles targeting and placement.
Meta removed manual detailed-interest targeting from catalog ads, leaving three targeting inputs: retargeting, custom audiences, and AI-driven discovery under Advantage+ Audience. Advertisers can no longer hand-pick interest categories for dynamic product ads.
The targeting change pushes catalog campaigns toward warmer traffic by default — retargeting and custom audiences carry more of the volume than before, with AI discovery filling in prospecting. For ecommerce accounts, this also changes what happens after the click: more DM and site traffic now arrives already familiar with the product, which is the traffic a Business Agent connected to the same catalog is built to handle.
