"Since platforms started offering AI-powered media buying tools, like Google Performance Max or Meta Advantage+, brands have been broadly happy to bargain total visibility over where their ads show up for improved efficiencies."
"We're seeing similar or higher ROAS for retail clients and reach broader audiences we weren't able to target," said Dweck.
"A lot of brands realized that [Smart+] isn't the silver bullet that 100% of [media] investment needs to go into."
"But Smart+, which automates the entire ad-buying process from creative development to targeting and optimization, has still led to efficiency gains for some brands..."
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