Ad Review checks an ad's images, video, text, targeting, and destination landing page against Meta's Advertising Standards before allowing it to go live, using a mix of automated systems and human reviewers for edge cases. Most ads clear review within minutes, but some are held longer for manual inspection, especially in commonly-flagged verticals like financial services, gambling, or health.
Because review happens on every edit, not just at ad creation, agencies avoid unnecessary small edits to live ads that would trigger a fresh review cycle, and instead batch changes or duplicate ads when testing, to minimize disruption to delivery.
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