Krista Karpan and Nicolette McIntyre of Milked Media: Meta Doesn’t Reward Better Targeting Anymore. It Rewards Better Creative.
By: Eva Keller For most of the last decade, performance marketers treated audience targeting as the whole game. Layer enough interests, lookalikes, and demographic filters onto a Meta campaign, and the algorithm would find the buyer. Krista Karpan, CEO and co-founder of Milked Media, says that instinct is now actively working against advertisers. “What works […]
