Meta is advancing its AI-driven advertising technology by integrating third-party data sources like Google Analytics into its advertising platform. This integration allows for a more precise alignment between Meta's AI operations and advertisers' specific goals, thereby enhancing campaign targeting and efficiency. 

This will represent a significant shift for advertisers and digital marketing agencies. It means agencies must adapt to a more data-driven and automated approach to manage campaigns effectively. This evolution allows agencies to focus on strategic inputs and optimisations rather than manual execution, leading to more precise targeting and efficient resource allocation.

 Agencies will need to upskill their teams in data analytics and AI to leverage these new tools and maintain competitive advantages in campaign management and client outcomes. As AI takes on more day-to-day ad management tasks, agencies can redirect their focus towards creative development, deeper data analysis, and overall strategy.