Creative is your targeting

For consumer, broad now takes up close to 100% of our spend

Occasional prospect: ‘What type of audience segmentation will you do?’
Us: ‘None.’

Meta advocates this approach today, and almost all of the time, it’s the right path to follow.

I had a conversation with friends who don’t work in marketing about what targeting on Meta was. There was an assumption that as an advertiser, we had access to all that data that …