In a reversal, Facebook will now not require advertisers to make use of its Campaign Budget Optimization (CBO) function in campaigns. Advertisers could have the selection to both have budgets managed on the marketing campaign or advert set degree.

Advertiser alternative. “To provide advertisers with flexibility and choice in their buying strategies, we have decided not to pursue a mandatory migration for Campaign Budget Optimization (CBO),” a Facebook spokesperson stated in an announcement to Search Engine Land Monday. “While we still believe CBO provides performance and value gains, we will move to offering CBO as an option and not as a requirement.”