Modern ad platforms use algorithms so good at targeting that your job is now making better creatives. The speaker argues creative quality beats targeting tweaks and paid-media optimization. Focus there instead.
You know, there's one advertising challenge that we don't talk about enough, and here it is: creating better ads. Advertising is actually getting easier. Advertising platforms are taking the reins on targeting because they have a lot of data in their algorithms. They have a lot more data than you and I would ever be able to have on their users. So it's actually their job to target the best possible audience. It is our job to come up with the best possible creatives there is. So that's the next frontier of advertising. Great creatives will trump any other type of targeting or strategy that you might have with your paid advertising campaign. So get good at creatives. And if you want to get good at creatives and any other marketing-related stuff, make sure that you follow.
