New ad accounts now start at a $25 daily cap instead of the previous $50.

The cap lifts after seven days of clean spending. Previously it grew as early as day three.

What this changes

The change affects everyone buying traffic in this direction: some setups will need rebuilding, others simply move to a neighbouring GEO.

Networks have already started sending buyers updated requirements for creatives and landing pages. The transition window runs to the end of the month.