This is interesting - Facebook has published a new research paper that outlines its proposed new approach which would enable it to essentially offer Campaign Budget Optimization across multiple platforms from one ad campaign, as opposed to being confined to a single app. The new process seeks to provide more, simplified alternatives to automated ad bidding, thereby optimizing ad spend across various apps from a single budget stream. As explained by Facebook: "Consider an advertiser who uses the Facebook platform to advertise a product. They have a daily budget that they would like to spend on our platform. Advertisers want to reach users where they spend time, so they spread their budget over multiple platforms, like Facebook, Instagram, and others. They want an algorithm to help bid on their behalf on the different platforms and are increasingly relying on automation products to help them achieve it."