Meta will add some new ad optimization tools for the holiday push: variable campaign budget options, new tools to attract purchasing actions and just much more direct links to purchase a product from ad displays.
 
Meta is introducing variable campaign budget options. It will help advertisers to schedule higher budgets for campaigns within certain periods of time.
 
According to Meta :

Thus, budget scheduling allows an advertiser to boost the daily budget to maximize promotional and sales opportunities. Previously, an advertiser would have to manually adjust the budget at the time desired. After an advertiser's promotional period, their budget will automatically revert back to the daily budget that they initially set - no further action needed.

So for example if you know that a certain campaign will be more interested on a specific weekend, you can input the alternative budget threshold for that particular weekend, and now your exposure potential will increase before resetting to your baseline budget threshold after.

That could be a great way to maximize campaign reach, without having to run alternative ad sets, or manually update budget at certain times. Meta is also testing similar budget variations in Advantage+ campaigns that will help businesses set higher budgets for specific audience segments.
Meta is also expanding its Promotional Ads to more businesses.

Promotional ads encourage sales through offering to consumers in-stream access to coupon codes and deals. Thus, that creates the impression in the buyer's mind that he is saving money because coupons are built into the shopping experience.
The impulse prompt drives the user into the check-out phase through a discount offer that may help trigger the conversion.

Available this holiday season to brands in the U.S., the U.K., Canada, and Australia, Reminder Ads are still a relatively new idea from Meta.
Meta is now also making Reminder Ads available to more businesses.

"We're making it even easier for advertisers to create Reminder ads by allowing them to upload creative in Ads Manager. Now with Reminder ads, people can opt into reminders, and receive three notifications from an Instagram post one day before, 15 minutes before and at the time of the event. Meta's also adding Stories as a placement for Reminder ads, another way to spark interest.".

Meta is also testing new Shops Ads, and the name of it makes me think of Gollum saying the line.
Shop ads simply drive more activity that leads to a sale because it's easier for consumers to purchase through an ad on both Facebook and IG. And Meta is currently testing new integrations with Adobe Commerce, Magento Open Source, and Salesforce Commerce Cloud to directly connect your Meta ads to your purchase flow-so much simpler for shoppers.

Meta already has integrations in place with BigCommerce, Feedonomics, ProductsUp, GoDataFeed, and ChannelAdvisor-the latter of which is part of a CommerceHub group.

Those new options should also drive further direct action through our Facebook and IG promos which should help drive more converts. Should Meta be able to supply a better shopping experience then that helps build trust within their systems - making it perhaps the largest shopping destination long term.