1 min read
What changed
Meta is changing how ad formats are selected in Ads Manager. The traditional format picker (Single image, Carousel, Collection, Flexible) is being replaced.
The new system allows multiple formats and creatives within a single ad using "Uploaded Media" and "Format display" options.
Meta's AI decides which format combination to serve each user based on predicted engagement.
What it means
Meta is taking another step toward full AI-driven ad delivery. You provide the assets and Meta decides the format. This follows the same pattern as Advantage+ campaigns where the platform optimises everything. For Australian advertisers, this means creative variety matters more than ever. If you only upload one image, you are limiting what Meta's system can do. Businesses that feed the algorithm more creative options will get better distribution.
What to do
Upload multiple creative formats for every ad (square, vertical, horizontal images plus video)
Prepare for the new Ads Manager interface by reviewing Meta's updated creative specs
Test the new multi-format approach on one campaign before rolling out broadly
Shift your workflow from "picking a format" to "providing a creative library" per ad
Source: Swipe Insight and Meta for Business (April 2026)
