Meta is rolling out a new ad option, ‘Flexible Media.’ The tool will allow Meta’s system to use advertisers’ media across different ad placements automatically.

How does ‘Flexible Media’ work?

Meta’s ‘Flexible Media’ option is designed to place selected media across multiple placements. Meta's notification suggests its system automatically decides when to share selected media across other placements, based on performance expectations.

In a LinkedIn post, Bram Van Dar Hallen explained that the “Flexible Media” option appears at the ad level when setting up a manual Sales campaign. In the setup, advertisers may notice a prompt to enable the feature. However, there is no detailed official documentation about how it works yet,  Bram Van Dar Hallen said.

Different from ‘Flexible Ads’

This new tool differs from Meta’s ‘Flexible Ads.’ Flexible Ads lets advertisers submit up to 10 images for an ad, allowing Meta to choose which images to show based on the user. Flexible Media focuses on distributing media across various ad placements. Enabling the system will give “Meta’s system permission to use different images for different ad types.”