The news: At Advertising Week New York, Meta introduced several updates designed to enhance the relationship between advertisers and creators across Facebook and Instagram. These features were unveiled alongside AI-driven ad creation tools.

• One major announcement is the expansion of creator-driven ads through Meta’s Advantage Plus Catalog, allowing advertisers to integrate creator images and videos as the hero asset in collection ads across Reels and other surfaces.
• Meta is also rolling out a feature that lets advertisers include creator testimonials in their ads. The company notes brands using these partnership ads had an average 19% reduction in CPAs (cost per acquisition) compared with business-as-usual ads.