The short version

Ben Thompson predicted on October 29, 2024: “Meta is on the verge of an AI-powered advertising abundance, where advertisers specify objectives and budgets and Meta’s systems will automatically generate, target, and optimize ads at scale. Advertising will increasingly be about objectives and budgets, not targeting or creative, with Meta’s AI handling the rest; that is going to be hugely impactful…

Prediction by

Ben Thompson

On October 29, 2024

“Meta is on the verge of an AI-powered advertising abundance, where advertisers specify objectives and budgets and Meta’s systems will automatically generate, target, and optimize ads at scale. Advertising will increasingly be about objectives and budgets, not targeting or creative, with Meta’s AI handling the rest; that is going to be hugely impactful for performance advertisers.”

Follow-up

Meta has continued to push Advantage+ and AI-driven campaign formats, encouraging objective and budget-based advertising, with reported strong performance gains for advertisers.

From the High Caliber AI network — see the AI for PR module in the course.