Meta Tests New Tool to Predict Best-Performing Branded Content for Partnership Ads

Meta

Meta announced several AI-powered tools at IAB NewFronts 2024, including a new tool to predict which organic branded content will perform best as Partnership Ads. It's currently being tested internally, but Meta plans to integrate the tool into its business solutions once it gathers insights.

Why It Matters: Paid media has become synonymous with sponsored content, with Partnership Ads becoming one of the most common ways for brands to amplify content from creators.

High-performing organic content that adheres to creative best practices often excels as ads. However, leveraging AI to identify content for Partnership Ads can save time and effort, and likely yield better results due to the extensive amount of data considered. If these AI recommendations lead to efficiencies and higher performance, they could encourage more investment in Partnership Ads, which would benefit Meta's ad business.

AI Advertising Solutions: AI-powered advertising solutions were a common theme at NewFronts, which was a prediction of mine last year. For example, TikTok is using generative AI to curate trending, brand-adjustable content against which brands can run ads with its new Pulse Custom Lineups offering. Meanwhile, Snapchat is touting generative AI to allow brands to create custom Branded AR ads.