Matt Torres

PR @ Facebook . Tweets are my own.

[Matt Torres @Matthew_Torres]

@KevinSimo123 Spicy Kevin is activated today

[Matt Torres @Matthew_Torres]

@Seanfrank that smile already! Congrats!!!!

[Matt Torres @Matthew_Torres]

@TaylorHoliday Feed us signals not instructions

[Matt Torres @Matthew_Torres]

@codyplof is this ugc?

[Matt Torres @Matthew_Torres]

Congrats @TaylorHoliday ! Bring the bleach back!

https://t.co/OWlWs8aS8E

[Matt Torres @Matthew_Torres]

Ariana tickets secured

[Matt Torres @Matthew_Torres]

@codyplof A nightmare truly

[Matt Torres @Matthew_Torres]

congrats @codyplof ! https://t.co/Nirdqpiw7B

[Taylor Holiday @TaylorHoliday]

Diverse creative is better framed as diverse creative production.

The old way of 1 person or team making many ads is being replaced by many people making a few.

It's how to operationalize the leading creative ideology of today.

[Eric Seufert @eric_seufert]

When Mark Zuckerberg talks about fully automating Meta's ad platform through AI enablement in the "not-too-distant future," that gets interpreted through a zero-sum lens.

People view these developments as Meta (and Google) absorbing things like ad creative production, campaign optimization, and various analytical tasks from other sources, such that resources get diverted from other areas (agencies, employees, other ad platforms).

While that's certainly true to some extent, especially in the short term, the broader dynamic is that these AI capabilities empower advertisers to spend even more money than they otherwise could have without those tools. And in the most optimistic case, these tools create new advertisers ex nihilo: think of the smallest segment of the vast SMB category that wouldn't know where to begin with creating a digital advertising campaign.

The fundamental misapprehension that most of the media coverage of these tools reveals is that the principal customer base of the largest and most successful digital advertising platforms is the SMB segment, not large brands. I've called this the Big Economy of Small Advertisers. The real opportunity with AI enablement isn't to catalyze share shift of existing budget (although that is likely to happen) but to grow overall ad spend by extending the long tail of advertisers.

[Matt Torres @Matthew_Torres]

Excited to see people IRL at Performance Summit this week

[Matt Torres @Matthew_Torres]

@and1GS Why are the straights singing shakira?

[Matt Torres @Matthew_Torres]

@KevinSimo123 so weird - i'll shoot them an email

[Matt Torres @Matthew_Torres]

@codyplof Andromeda:

[Taylor Holiday @TaylorHoliday]

We are moving away from cost caps to a new default account structure for Meta.

Ok, not really.

But we are making a ton of changes to how we structure our ad accounts as a result of Meta’s product changes.

Here’s what I mean.

We coverage:

Andromeda impact
Optimization settings
Exclusions
Asc v BAU
Measurement and more

https://t.co/KppjoDNI6a

[Bart @TheSzef]

I finally looked today. Didn't change anything.

Adv+ with all optimizations still continues to crush.

Yes, all of them are on. Even the music.

Might check the account in another week or so.

[Matt Torres @Matthew_Torres]

theme song for @codyplof newsletter this week

https://t.co/fCKSvB5HoM

[Matt Torres @Matthew_Torres]

Please like me please like me please like me

[Matt Torres @Matthew_Torres]

@TheSzef Appreciate you doing this as an experiment! Truly want to frame this journey and glad everything is working

[Matt Torres @Matthew_Torres]

@and1GS a lot of suspense for meeting expectations