What is Flexible ad format?
Flexible ad format is a Meta Ads Manager option that lets one ad hold up to 10 images and videos, with the delivery system choosing which media, and which format such as single image, video or carousel, to show each person. Meta introduced it in 2023 and in 2024 recommended it in place of dynamic creative for Sales and App Promotion campaigns. The aim is to show each person the version Meta predicts will perform best.
Agency reports from April and August 2026 say Meta has since removed Flexible as a separate choice in ad setup and moved the same behaviour into single image or video and carousel ads, where advertisers upload several assets and Meta decides how to show them. Meta has rolled the change out in stages, so check the options in your own account.
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Sources
- 1.Meta's help centre documents the flexible ad format. Meta Business Help Centre, About the flexible ad format. Checked 14 October 2026.
- 2.Flexible ad format accepts up to 10 images or videos, lets the system choose single image, video or carousel per person, was introduced in 2023, and Meta recommended it over dynamic creative for Sales and App Promotion from June 2024. Jon Loomer Digital, A Guide to Flexible Ad Format. Checked 14 October 2026.
- 3.Flexible was removed from ad setup, with uploaded media and format display options in single image or video and carousel ads, rolled out by objective through 2026. Pattern, Meta's Latest Ad Setup Change: What Brands Need to Know. Checked 14 October 2026.
- 4.Meta deprecated Flexible Ads and folded multi-asset uploads into standard campaign setup. Capacity Interactive, Meta Retired Flexible Ads: What Arts Marketers Need to Know. Checked 14 October 2026.