"Meta has been working for years to build a machine that is already pretty damn close to automating its entire ad system, from creative concept generation to determining whose eyeballs see the final product. Its current capabilities are good enough to give most advertising creatives the flop sweats. But now is not the time for marketers to cower in fear."
"This is a great moment for marketers face head-on how Meta views its relationship with creatives, agencies, and brands, as it continues to roll out new technologies and features. To help, we asked Meta ad execs to break down their strategy. Below is a detailed explainer to help you understand how Meta is thinking about its role in the advertising space, and what brands, agencies, and even consumers can do to better prepare themselves for what's to come."
Meta announced plans to fully automate advertising across its platforms by 2026. The company reaches 3.43 billion unique active users and reported $47.5 billion in Q2 ad sales, making its direction a bellwether for the industry. Meta has built AI systems that span creative concept generation to audience selection, and those capabilities already worry many advertising creatives. The automation push does not eliminate the role of agencies; Meta expects agencies, creatives, and brands to remain part of the advertising equation while leveraging new tools. GenAI ad formats, video growth, and creative diversification are cited as key tools to turbocharge marketer growth.
Read at Fast Company
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