Meta is eliminating the ad sets–level placement exclusions in Ads Manager, replacing them with “value rules” that allow bids to be boosted by up to +1,000%, or cut by –90%, per placements, while keeping Advantage+ placements turned on.
The account-level placement exclusions are still available in Advertising Settings and override the value rules, but the trend is clear: Meta wants to reduce the number of levers available to humans and let the algorithms take over. Meta asserts that Advantage+ placements cost roughly 11.7% less per action than manually selected placements.
This change is part of a larger trend: In 2025, Meta began limiting detailed targeting exclusions, and this year it further tightened controls over placements. So, marketers with significant budgets in Meta advertising should prioritize migrating their critical exclusion rules to the account level while it’s still possible.
The marketers’ to–do list
- Check for any active exclusion rules in their ad sets and migrate their critical rules to the account level as soon as possible.
- Marketers should experiment with using value rules to adjust bids by placements rather than excluding underperforming ones.
- They should update their creative and landing page strategies to reflect the reduced role of manual placements in favor of algorithmically selected Advantage+ placements.