Nick FisherNew Reach · Co-Founder at New Reach & Agexa

Why Targeting Doesn't Matter with Ads (Go Big or Go Home)

2 Feb 2024 · 1 min

Open source

0:31

Nick Fisher argues against heavy audience targeting for ads and instead advocates using large, broad audiences combined with tailored creative. He says that when large-scale machine-learning algorithms have rich data, advertisers should rely on them rather than over-engineering manual targeting; he notes pixel-tracking limitations have reduced some past advantages but still supports the wide-audience approach.

Chapters

And then there was people like me in my career, I focused less on targeting. I used big, open wide audiences and would write creatives to certain people. And during this era, especially now that like there's some pixel tracking issues and whatnot, it's not as powerful as before, but I still think that's the move is like when you have, when you have big data algorithms, why make my opinion is like, why make your life harder on things that the algorithm does very, very well? Which is fine. People.