Meta Ads in 2026: what's changing and what's staying

The context: a platform that never stops changing

Meta has gone through years of profound changes: from the introduction of iOS 14 to the rise of Reels, from the organic reach crisis to the growth of WhatsApp Business. In 2026, those advertising on Meta must think systemically, not tactically.

What still works (and works well)

Advantage+ campaigns continue to perform well for brands with a large product catalog. Retargeting, with the necessary privacy precautions, remains a powerful tool when combined with strong creative content. The quality of the creative, in 2026 as always, is the variable that makes the difference.