Comment on Meta’s “set it and forget it” AI ad tools are misfiring and blowing through cash
autotldr@lemmings.world [bot] 2 weeks ago
This is the best summary I could come up with:
RC Williams, the co-founder of the Philadelphia-based marketing agency 1-800-D2C, had set one of Meta’s automated ad tools to run campaigns for two separate clients.
“Meta’s unwillingness to be transparent or accountable with the performance issues and glitches is causing mass uncertainty,” Karl Baker, founder of meditation startup Mindfulness Works, wrote in a message to The Verge.
To create an ad campaign, advertisers upload their creative assets, pick their conversion goals (e.g., getting more customers to make purchases on Instagram), and then set their budget caps.
“We have a couple of clients for whom we completely stopped Advantage Plus due to these anomalies,” said Aniruddha Mishra, director of growth at Miami-based digital marketing agency Node Media.
With Advantage Plus shopping campaigns, Meta promised that AI and machine learning models could effectively replace the big gaping hole left by Apple’s privacy update.
But online advertisers would be effectively handing the reins over to Meta and no longer have access to the granular targeting controls and detailed analytics they did prior to Apple’s privacy changes.
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