Meta Expands Ad Tools Across Reels and Threads with New AI Targeting

Meta has unveiled several new advertising options at its annual Brand Building Summit, highlighting fresh formats for both Reels and Threads alongside expanded AI-driven targeting tools. The updates come as the company continues to integrate its platforms more tightly and push advertisers toward short-form and conversational content.

A key announcement was the expansion of Reels trending ads. These placements allow advertisers to position campaigns alongside culturally relevant, high-performing Reels. Meta says its AI system curates these lineups, offering categories such as fashion, sports, pets, and cars, with more to come in 2026. According to the company, initial testing showed that these ads boosted unaided brand awareness by 20%. Previously limited in scope, the format will now be available more broadly to advertisers working with Meta’s sales team.

On Threads, Meta introduced carousel ads and new single-image and video formats, including a 4:5 rendering option. Catalog ads will also be extended to the platform, tying into Meta’s existing Advantage+ tools. In a move designed to increase advertiser adoption, brands without a Threads account will be able to repurpose content from Instagram or Facebook directly into Threads campaigns. Meta noted that three-quarters of Threads users now follow at least one business, signaling that commercial activity is building on the platform.

The company also announced enhancements to its AI-powered targeting. Value rules—which let advertisers prioritize certain audiences—are being extended to awareness and engagement campaigns, after previously being limited to sales and app objectives. Meta reported that early results show such campaigns generate twice as many high-value conversions compared to standard targeting. With detailed targeting exclusions removed earlier this year, the addition of value rules provides advertisers another way to refine reach, though potentially at a higher cost.