There's a fundamental shift happening in Meta's advertising platform, moving away from manual, interest-based targeting towards an AI-driven model.

On today's podcast we outlines how Meta's algorithm now uses the ad creative itself, from the images, video, and copy, as the primary signal to find the right audience.

We look at the practical implications for businesses, explaining why broad targeting is now more effective than niche audiences.

We examine actionable advice that urges business owners to focus on creating clear, direct creative and leveraging their first-party data, rather than getting lost in complex targeting settings.

The key takeaway is that success on Meta now depends on creative strategy, not just technical media buying skills.

02:01 The Shift to Creative-Driven Targeting

03:36 Embracing AI-Powered Audiences

05:47 The Importance of Creative Content

08:01 Adapting to Ongoing Changes

09:39 Key Takeaways and Action Steps