Meta's v27 ads API makes Product showcase and device expansion opt-out.
Meta released version 27 of its Graph and Marketing APIs on 4 November, and two ad features can now switch on by default for new ads built through code. Advertisers using agency tools or their own scripts must opt out to keep the old behaviour.
The first is Product showcase. On v27, when an ad's creative carries no showcase settings, Meta may add closely matched products from the advertiser's catalogue, but only when it has high confidence that a product set fits the ad. Opting out means setting product_extensions.enroll_status to OPT_OUT in the creative features spec. Earlier API versions are not affected. The second covers device targeting: new eligible Sales ad sets aimed at specific phones or operating systems now have "Reach more people across other mobile devices" turned on unless the device setting is sent as 0. That default reaches every API version about 90 days later, which Meta puts at February 2027 with the date to be confirmed. Existing ad sets are unchanged, and the setting does not apply to the Mobile App conversion location or Special Ad Categories.
There are breaking changes too. The catalogue /batch endpoint stops working on v27, so feed tools must move to /items_batch. Requests to create lookalikes with country or location_spec fields are rejected on v27, and on all versions from about February 2027, though existing lookalikes keep running; Meta says those fields already had no effect, because lookalikes deliver to the ad set's locations. The total_video_consumption_rate metric stops returning data on all versions from early November, with no replacement, and Graph API v21 and v22 are removed on 21 January and 20 May 2027.
Meta's post gives no performance data for either default and does not say whether the same defaults apply in Ads Manager. PPC Land, which reported the release, notes that Meta has not defined "high confidence" or said how an advertiser would see that showcase was switched on.
For Gulf agencies running Meta campaigns through buying platforms or in-house scripts, the practical step is an audit before upgrading to v27. Retailers with large catalogues in Saudi Arabia and the UAE should check whether they want Meta pulling products into ads that were built without them, and media teams that target by device should set the field explicitly.
Why it matters
Ads built through agency tools or scripts may now pull in catalogue products or run on unchosen devices unless teams opt out explicitly.
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