5 Takeaways from Meta’s Performance Summit transcript

Meta's Performance Marketing Summit was last week. I got to be there. It's an invite-only event, so I thought, well, if you didn't get to be there, let me be the one who's there for you and pass along to you what Meta themselves, including C-level executives, are saying about where their product and their platform is going. I was actually really surprised by a couple of things that they talked about, and I'm going to share them with you right now.

I got five takeaways from Performance Marketing Summit that we can hit to tell you where Meta's headed with their product, how AI is part of that, how measurement's part of that, all those things. Let's get into it right now. I think you're going to be surprised also by some of it. All right, so what is What is the Meta Performance Marketing Summit? It was a 2-day, day and a half kind of event where uh they get together with a bunch of performance marketers spending a whole bunch of money and uh and say to them, "Here's where the platform's going." And so they they bring out different executives, um you know, VP, C-level folks, and a and a few others to talk about different elements of creative, measurement, um data quality, things like that, and talk about kind of what's what's been rolled out already, what their tests are showing, and what's coming next, and how brands are winning on the platform.

Uh overall, really good event. I felt like, just like usual, Meta is killing the game. Like this the platform's just getting better all the time, only more so with AI. Um not a lot of Andromeda talk necessarily and and and and that sort of thing, but um but they did have some clear things that they were pushing on that came up over and over and again. So I'm going to tell you those right now. So number one is the push towards incrementality.

You might have heard other people say this, but incrementality as the way to measure Meta ads continues to be what they are talking about all the time and actually what they're building into the platform, okay? So just a quick refresh, right? Incrementality means not just what does the click-based ROAS say, not just what does a mixed media mix model say, uh not just an MTA, what what do these different attribution tools say, but but using holdout tests to determine would somebody have purchased if they would not have seen your ad.

If they would have, it counts as an incremental purchase. Uh excuse me, if they wouldn't have, it counts as an incremental purchase. If they would have, it's non-incremental. Meta knows that this is what everybody is after. That the that the spend on their on their Meta ads is actually producing new purchases that were not going to happen otherwise. And so, they are not afraid of this. Now, I think baseline this is a great thing.

And the reason I think it's great is because um it suggests not only that there's a good kind of measurement here, but it also suggests that uh Meta is not afraid to answer the question, is our spend incremental? And if you think about that, if they're willing to tell you, yeah, go ahead, test the incrementality of this spend, what that probably means is that uh Meta is very confident that their platform is driving actual incremental revenue with their purchase with their with their uh ad platform.

Uh so, you know, if you want to look and see what other platforms are doing, they are not nearly so fast to invite you into the world of incrementality. Like, there is no Google-branded ads uh incrementality study that they are forcing down your throat, right? Because uh they probably know that that's not always going to look so good for them relative to an in-platform click-based ROAS, whatever. So, at the baseline, Meta's inviting you to measure your spend based on incrementality.

They are happy for you to do that. They have all kinds of tools for it. They already have their conversion lift study that you can run. They um are happy to have you run third-party incrementality studies. They They talk to openly about that. But most interestingly, they are building that into an incrementality attribution tool that is actually now already rolled out for apparently all advertisers. Where basically what they're doing is real-time uh rolling holdout tests with your ad spend, so you can actually measure incrementality.

I'm just going to tell you I've not tested this tool yet. I've heard mixed things about how good it is at this point. Uh there is um there is some downside to running incrementality tests, mostly in the opportunity cost of holding out different geos from your ads. I don't really know how good this product is yet. I don't care. And the reason why I don't care is because it will get good. Meta is just really good at this.

They're just good at introducing you the tool, getting a bunch of data, getting it through alpha and beta test, getting a bunch of data, making it better over time. They do this over and over and over and over again, and then eventually roll it out and it works well. And so, whether it it works great today or whether it's tomorrow or whatever, it's going to work. And that's going to make incrementality more accessible to everybody.

I think that's fantastic news. On top of that, they're actually taking this to other levels on top of their incrementality incrementality attribution tool. They're taking this to other levels that I um am really impressed with. So, there's a big push also from lots of speaker on speakers on value optimization your ads. Now, if you pay attention to my content for a while, you know I'm a big fan of running target ROAS ads.

It probably represents 70% of my client spend right now, where you're uh optimizing not for the lowest cost conversion, but for the highest value conversion. Um that's a real thing, reaching into uh more expensive audiences, higher CPMs, but people who will spend more, convert at a higher rate, better quality audiences, etc. That tool existed for a while. You could optimize for highest value campaigns for a while. In fact, you should subscribe to this podcast right now cuz I put out a bunch of stuff on this, and you should go back and look, and I'll try and put it in the show notes, uh that there is uh a tool here uh or I've done a full walk-through on how to use target ROAS advertising, which is the manual bid version of highest value advertising, and how we use it in our accounts.

So, big push on value um on value ads, highest value ads, uh but uh but actually goes even beyond that to a tool that I hadn't seen yet, which is in fact profit optimization. So, they're actually moving towards profit optimization, and profit optimization takes us to another level, where they're going to tie in to your COGS data. If you've listened to uh previous content of mine, Taylor Holiday's talked about this, um including an episode we did together recently.

They're they're trying to tie into your actual product level information, and understand not just uh not just whether or not you've you're driving revenue, but whether you're driving profit. And of course, they'll also be able to do this at some point with like subscriptions. You can already optimize for subscription, but but basically optimize for highest value customers over time, LTV, value value multipliers, like those kinds of things.

So I think there's all kinds of things here that are great and that are great opportunities for for advertisers because what Meta is doing is basically saying we know that we succeed if we can deliver to you the things that make your business succeed. And I've always believed this was true of Meta that there's generally a symbiotic relationship here where the more that Meta wins for you, the more you're going to spend with Meta, and therefore they're strongly incentivized to make the tool work that way.

And and so yeah, so I think that's the that's the uh the the the overwhelming helpful thing here is that more emphasis on profit optimization measured incrementality, however that ends up playing out exactly in the ad account, is where Meta is going. They're giving you more of those tools. It'll be really interesting to see. I think profit optimization as an actual optimization is is maybe even still in an alpha, but they said by summer they expect that to be rolled out to to more brands.

So it should be pretty soon. Number two, with that there was a pretty big emphasis especially early on in the conference on data quality. And this is something they come back to sometimes, but just making sure that you are actually giving them the highest quality data possible. This is not a point I need to really belabor, but it was a really helpful point for me as a reminder that like one of my roles as an agency side person is to just make sure that the technical setup of my integration of Meta ads with Shopify, whether that's first party, third party, whatever, is is as good as it can possibly be.

Because the better quality data has, the more Meta can succeed. And that's certainly something that that they talked about on stage, including sort of lead data people there, lead data science people there, just saying it's really important to us that we get the best quality event matching possible, the most events matched possible, that we can actually tie into those things because if we can do that, we can deliver better goals.

You realize if they want to value optimize, if they want to optimize for incrementality, if they want to optimize for for profit, they need the best quality data possible to do that. And there's privacy regulations and things like that that have of course made that harder over time, but for me this is like probably the most practical takeaway that I brought home, which is like I've got to get together, find the right partners, find the right people, and just make sure that all of my technical setups are on lock and make sure it's as good as possible.

So, that was definitely a huge thing for me and something I'm going to take away. Number three, on the creative side, okay? Creative, of course, is king. And this is something we've heard for a while, but the phrase that happened over and over again was the combination of creative volume and creative variation, creative variety. Making sure that you have both of those at the same time. And over and over again, they trotted out advertisers and brands who were doing this well, people producing a whole lot of ads that were really different from one another.

The promise of AI in the ad creation process is exactly this, that you'd be able to create, among other things, you'd be able to create a lot of ads really fast. And I'll just tell you at AJF Growth, we are building AI tools every day to help us accomplish this in some kind of a scaled way. So, in the past I've done this with multiple hooks versus one ad. Now I'm changing that to have multiple hooks where the hooks are really, really different from one another, different visuals, different copy, and then making my variations different in length so I can still take one concept and get multiple ideas out or multiple variations out of it, but trying to make those even more variable, trying to do those two things at the same time, right?

So, imagine you have an ad concept and you're like, I'm going to do an explainer video about why this product is great for Father's Day, okay? I'm recording right around Father's Day, so maybe do that, okay? Well, you could make a 1-minute version with hook A, a 2-minute version with hook B, a 30-second version with hook C, a 15-second super quick version with hook D, and um and you could do all four of those within the same basic set of B-roll, but have scripts and visual intros varying, lengths varying, to where you still take that one concept, which is where a lot of the hard work of advertising is, and you create a bunch of variety based on that.

And of course, it's easy to see how AI tools could help you do all of those things along the way, right? Once a video editor has um all the B-roll selected for the 2-minute version of that ad, making a 1-minute, 30-second, and 15-second version of that ad is going to be a lot simpler and a lot faster. So, you're going to be able to multiply the work that you're doing. Again, AI is going to help at every step of that process.

I just went deep on some cohort analysis for one of my brands to try to figure out the value of different customers we were acquiring over time. And as we did, I came to the conclusion that perhaps I needed to really significantly overhaul the offer I'm acquiring customers through. The problem is that uh I don't know, even though I'm pretty sure I can get a higher ROAS on a different offer, I don't know if it's going to happen at a lower volume, and I don't know if it's going to happen at a lower LTV.

And the volume versus efficiency trade-off question of these offers is challenging, and that is why I'm extremely thankful that I'm running this brand with landing pages from Vermatt. Why does that matter? Because Vermatt makes it so incredibly, insanely easy to set up split tests measured in platform, including subscribers versus not on multiple versions of pages, where where you can do offer testing really quickly, really easily.

And like, I'm going to rebuild these offer ideas that I have. Think about this test, I'm going to have it set up and launched within like 2 days across probably 10 products. Um and it's going to be really fast and really easy because Vermatt makes it so easy. And that is the advantage and value of Vermatt. If you want to know what makes Vermatt the best landing page software in the world, it's pretty simple. It's that if you are a performance marketer, a growth marketer, and you want the tools to test and uh iterate and move quickly without ever touching the main site of the website that you are working with.

Without ever touching PDPs or any of those kinds of things. You want to just offers, um, then you can do that insanely fast and easily and make it really quick to measure with Fermat. Fermat, uh, allows you to do that because it is so intuitive and so fast to build pages that they have tested into oblivion and know perform at a really high level. They're also the fastest loading pages I've ever seen and you can build all kinds of custom funnel stuff when you do it.

Also, without having to get too nitty-gritty into the details of Shopify. For example, if we want to create an offer that has a a, um, you know, weird version of a of a product that has a discount on it or a gift with purchase product priced differently, anything like that, super easy to set it up in Fermat without even touching Shopify. In some cases, you can create ghost products that connect to other products and uh, don't mess with your inventory counts.

Like, it's just really fast and really easy to test and iterate on landing pages, uh, at real scale. If you are a performance marketer trying to grow your business faster, you should do it Fermat. I've got multiple of my brands. I only have four brands. Multiple of them are using Fermat because we believe in it as the way to do landing page focused funnels. Uh, it's really helped us a lot, including growing spend at at times to the tune of 50%.

Uh, it's it's really, really helpful. So, go to fermatcommerce.com/af, fermatcommerce.com/af to get started with a trial today. Uh, I love it. You will love it, too, if you are building landing pages at scale. And that's the way that I'm thinking about this. Meta continues to say this. They actually use the phrase creative supply chain, uh, multiple times. So, hat tips Taylor Holiday. I was He's the first person I heard use that phrase.

I had sort of thought about it in those terms myself before. It felt like an easy way to describe what you're trying to do, which is that you're trying to at all the times create more creative output that is higher quality, higher volume, and faster, all the time. All three of those. And at any given time in your process, you might need to, uh, you might need to emphasize one of those rather than the other, right? Like, maybe the next best place for you to make forward movement is quality.

Might be quantity, it might be speed, I don't know. But um for me right now for example, it's sort of a mix of quantity and quality at the same time. We're trying to do that with some AI briefing tools in particular to help us take the kinds of ads that we see work over and over again and to replicate that. Well, it's taking a lot of hours and a bunch of work and a bunch of time, but I think we're getting somewhere and that's that's the reason we're doing that.

And so thinking about that creative supply chain, again that phrase is uttered multiple times and I think it is a really really helpful phrase and a really good way to think about this. It continues to reinforce for me something I believe in meta ads right now, which is that the job of a creative strategist is increasingly becoming a project management job. It's about the ability to organize a bunch of different types of assets towards the goal that you create and create as much variety as possible because I just used the explainer concept a second ago to talk about one type of ad, but of course what happens if you do the explainer, but you have a really specific um framing device for that explainer.

For example, the negative hook, people sometimes like that, right? This is the worst product for Father's Day ever because it made it so that every other future Father's Day gift I have is worse than that, right? It'll be impossible for me to top it. Or so it's actually a great Father's Day gift, you know, that kind of idea. What about the myth versus truth ad? Something like myth, um what your dad wants for Father or what your your husband, your father wants for Father's Day is X, what truth, what they really want is Y and that's why this product, you know, whatever.

And you can kind of play that game forever. One concept, multiple framing devices. So we're trying to build that in, but what happens also when you take that down to the level of a still images? What happens when you take that down to the level of text and context ads, right? People think of this is the post-it note app, but really writing copy in the midst of the ad anywhere. Socially native still, so there's still images, there's videos.

What happens when you do UGC based on this kind of stuff, like really low-fi stuff, creator content, influencer content? You you know, there becomes a lot of assets that we're talking about moving really really fast and the question for our creative strategist is how do you move them all? The creative strategist becomes the production line manager of your creative supply chain and that becomes the crucial thing. How do you get goals around it?

How do you create output around it? How do you measure it? Um and that becomes the job. Increasingly, that's what I think the job is, and that's certainly what Meta is saying, that by by having more volume and more variety, you by far have the best chance to win. By the way, that includes specifically variety around placements. So, they they're specifically talking at some points, there's a breakout about using Reels, okay?

Um, focusing on Instagram Reels. And in that breakout, um, they talked about, uh, you know, how you structure and tailor content towards Reels specifically. So, one of the ways you create variety in your account is actually by thinking about a feed ad versus a Reels ad, okay? Something like that. Those kinds of concepts versus the Stories ad or whatever. Those kinds of concepts, um, I think are really helpful way to think about variety.

The There's a nativeness to different kinds of posts in each of those feed placements. So, how do you win in each of them, okay? So, uh, so that's that's a key thing, creative variety. I'll say, and I'll double tap double click on that Reels comment for a second really fast, which is just to say, this is actually a specific emphasis of theirs. I'm going to talk more about this in a second, but, um, but, you know, clearly a big part of the way they're thinking is with is in line with the continued adoption of Reels as a primary way people are using Instagram as a platform.

And maybe Facebook, too, I'm not sure. But, especially Instagram, um, because, uh, because they're they put they had a specific breakout on how to generate content that works on Reels because I think there is uh, there is so much adoption of that product that if people can win more there, it's where the outsized opportunity is. I think that's a really important point. Again, I'll come back to that more in a second. Number four, there was an uh, and and this is the related point to the Reels point, okay?

There was actually an explicit push in a few different places towards creator partnerships. So, they're really excited about the fact that now, when you select how you run an ad, okay, you can run the ad, of course, through your account, whitelisted through a creator's account, or as a partnership ad, which has which, of course, shows both account identities. And even better, very soon, um, you know, we've actually done this a lot of times.

We've tested, you know, take the same ad, launch it three different ways in all of those different setups and see which one works. Well, Meta's going to solve that for us because they're actually introducing a dynamic um option there. So, you can just tell Meta, "Okay, Meta, here's the con- here's the creative that I'm doing with a content creator with an influencer or whatever. You decide whether it should be shown through my account, through their account, or through both at the same time." So, they're they're actually rolling out a feature that has that dynamic setup.

I think that's fantastic. Um that's something I would love to see them do. It'd make certainly our job easier because we're playing with this all the time. Um but there was in the midst of that this really big emphasis on creator and influencer. I found this really heartening. Do you know why? Because it's not AI creative. And as much as I'm trying to embrace AI in our creative process and all those things, I just don't want to make AI AI voiceover and avatar ads forever.

I just find it a little soul-sucking. Um you know, it's it's just not my favorite thing. The idea that at the end of the day what Meta sees uh is that people want to connect with people, that good creators who do a great job on the platform are really valuable. I think that's great. And um and it actually is another probably my number two takeaway from this uh from this from the week for for for my agency and my account is that we probably have to do a better job of thinking about both process-wise and sort of roster-wise how we leverage creators and whitelisting in our accounts.

Um because if we don't do that, uh we're missing out on a really big opportunity. It's really really really clear. This is a big part of the way that brands are winning using a lot of creators who do a really good job in the ad account and who um who you're working with, briefing, etc. to create content with. Um again, we're going to build this into our AI tools, you know, creative briefs, that kind of thing as part of our um concepting.

Uh and and it's it's an important thing. So, it's going to take some time for our for us to kind of roll out a really good process for, but it's a really crucial thing. Um uh there it's not AI. Like I said, it's not just AI creative forever. So, AI was talked about a lot, of course, but um but actually having a great approach to creator and influencer partnerships is a really important part of this. And clearly also, by the way, this is thinking of creators and influencers not as just like famous people who have a big following cuz they're famous, like LeBron or something, right?

But they're actually thinking about this more in terms of people who have a demonstrated ability to create content on Instagram and Facebook that generates views and engagement, etc., right? So, it's sort of a social like a native creator to the to the native platform. Somebody who's built their following based on being good at creating. Uh those are the kinds of things that um are crucial. And again, I found this heartening.

I think most brands ought to be considering how they build a roster of influencer and creator type people, even if it starts pretty micro, 10,000 followers, that kind of person, right? That they're seeding products to, beginning to get interested in the product, build deep relationships with, and over time build an army of these folks who really love the product, really love the brand, and are creating a lot of content.

Um for the brand I'm starting, I'm thinking about this already, like just putting together a list of people who I think would be great to work with, getting ready to send them product, and start getting content back and see what they say. I think it's a um something I'd be building from the ground up. It's what I'm encouraging my clients to do as well. Build those relationships, find people who are good. I just don't know if there's anything else quite like it as a way to generate real value at scale.

And again, Meta's saying that themselves. They had multiple things here. Uh and again, just to repeat, uh also, the Reels emphasis was really important here. Uh this is where like creators plus Reels is kind of like a core part of the creative playbook they were suggesting can work because those those sort of Reels native um creators, I think, are are the are the places where there's maybe the biggest upside for brands to really win.

That's where the inventory is, that's where people are creating, and so that's where you should be going. So, um those two things are definitely together. If you're still using Gorgeous or Zendesk for your customer help desk software in e-commerce, and you haven't at least taken a call with Richpanel, just take a call to see if Richpanel can help you, what are you even doing? Like at the baseline, Richpanel promises a 30% cost reduction if you go from one of those two legacy players over to Richpanel.

So like, you know the importance of lean op ex in e-commerce, right there that's a reason to just take a call. On top of that, they also promise a two-week transition from one of those guys to their product. Like it's not going to be a big burdensome thing that takes months to onboard, whatever. They're going to hold your hand, do it fast. They know you don't have time to waste. On top of that, they average a 30% reduction in tickets when people go to Richpanel on customer service tickets.

That's because the self-service portal that they have created that's AI first is so stinking good. So customers can find the answers to their questions faster, which reduces friction for checkout, reduces the number of tickets that you get. That is what you get when Richpanel is built AI first, which is a really important thing. Uh and on top of all of that, they also generally see customer service ratings go up with Richpanel.

Uh so that means that you get a more affordable software that customers use faster, reduces your tickets, and that customers actually like more. So sort of a no-brainer, especially because also it is not difficult to go switch over because they're going to hold your hand through the process. Richpanel is the software of record that you want to use at this point in e-commerce. It's certainly the software I'm planning to launch my e-commerce business with.

Uh all along the way, they do all kinds of other things like, for example, they have um an incredible AI a way AI first way to respond to social media comments on your ads at scale. That's something that I have always been frustrated by in meta advertising. Like when people leave terrible comments on your ads, what do you do about it? Well, they have an AI tool that allows you to do social comment moderation really fast, really easy.

Again, reduce the number of human hours that go against that sort of thing in the mess, the friction-filled mess of organizing all of that. It's just great software. richpanel.com is the place to go check it out. richpanel.com or link is in the show notes. Go check it out today. All right, number five is the place of AI. Uh and of course, of course, of course, AI was all over this conference. Um and uh, and summit, okay.

So no no question about that. It is interesting how much of it, I mean they talked a little bit about GenAI, but actually surprisingly little. There wasn't that much GenAI talk. Uh, instead, a lot of it was really about um, using AI sort of behind the scenes in different ways. Um, uh, you know, uh, thinking about um, how AI would would help with their ability and their compute, you know, there's some talk certainly about AI's ability to help them measure at scale and um, and to deliver ads and to probabilistically forecast things at real scale.

No question about that that that that is um, a really crucial thing, but I I actually think, you know, there's not a lot there that's different than you've probably heard before about the place of AI, at least to my ears. I I just didn't think of that. Um, but the place that this took beside besides one thing, the place where this went went that I think was really interesting is a place where everything could go is a phrase that got uttered at some point.

I don't even remember the full context, but phrase that got uttered which is ads that interact with you, okay? That phrase was used, ads that interact with you. And in in that moment that I heard that phrase, it sort of hit me like, "Ooh, I haven't thought enough about that phrase, ads that interact with you." Um, I haven't thought enough about the idea that downstream, instead of going from static or video ads where like a dynamic ad is shown individually with some generative AI probabilistic output of which one is going to work best or whatever it is.

Instead, that AI would move towards more personalization. Because feeds have always been algorithms have always been about personalization, right? The idea is that like you get content that's most personal uh, personally interesting to you judged by your revealed preferences and what you scroll on, what you click on, what you engage with, whatever. Well, what happens when that content can change in real time and can interact with you in real time to be more personalized at the level of the content itself, not just in terms of which which ad will show up in your feed, but the ad can change while it's in your feed or something.

Or think about a landing page where um, where there becomes a customer um, behavior of instead of just reading a static advertorial or what's it called or whatever it is, they're actually interacting with it. And so, it becomes more normal that, you know, point one, here's why this product is good for Father's Day, the customer responds and says, "Ooh, but I'm not sure about my dad. My dad likes this, this, and this.

Is he the right size?" Da, da, da. And you just respond right there in the landing page or maybe even in the ad platform itself. I don't think that's going to happen tomorrow, but I don't think it's going to happen that far away. And I think it's sort of the most interesting possibility for AI in advertising here is is that there becomes these ways in which the ads can interact with people a little bit more. Again, at the landing page level, you could really see this being helpful.

Where the landing page really does function more like an employee in a retail store who's able to answer your questions live in person. So, they're talking you through, "Oh, hey, have you seen this product? It's really cool for this, this, and that reason." And then when you have a question about it, you just ask the landing page. And the landing page tells you the answer, right? That's going to be a really interesting place where this goes.

I think that's um, a fascinating concept. And as far as AI in advertising, that that I think is is the place it's going to be uh, the most valuable that Meta is going to get towards. Uh, you know, they're not telling us all of those things. They did have the chief revenue officer at Meta there. Um, fascinating guy to to listen to talk about everything. Um, you know, maybe at the end of the day they're just going to get us out of the way and it's going to be no more advertisers and Meta's just going to like, you just click the Meta button and they just deliver and make and deliver all the ads for you.

You know, Zuck has certainly talked that way at times. Um, maybe that's where it's going to go. I'm still making the bet that uh, the ability of the brand operator to know their brand best, to know their customer best, and to and to and to think uh, maybe not know the customer best, honestly. Meta probably knows the customer better than you do. But, to know their brand best and to know what their goals are best and to think about how they keep making a brand that is um, beloved by some kind of customer that they care about is ends up being the place that this all goes.

That that that that that is the advantage of an advertiser. That is the advantage of a brand uh, including at the level of their financial inputs. Um, okay. So, that's uh, that's the overview of it. Just to repeat it back so you have it all again. Continuing push on value optimization and incrementality especially as the way to measure. Big emphasis on data quality, creative volume and variation variety being king, creative supply chain is that key phrase.

Number four, the explicit push towards creators and partnerships. It sounded like old school meta to me a little bit the way they're talking about influencers and creators on the platform. And then number five, ads that interact with you as the future of AI. Fascinating couple of days. Great to spend time with amazing people. As always, I am amazed at the quality of human being that we have in our space. People are so helpful to one another.

I sat down with somebody next to me, a brand owner doing in the hundreds of millions of dollars per year for a brand it was not an owner actually, a high-level executive for a brand doing hundreds of millions of dollars a year that I've literally never heard of. Just another point of evidence that there are brands that got there in five years. Like some brands are just getting there really fast, scaling really fast with great product and great marketing.

And and you know, there's obviously survivorship bias, selection bias for for who's there, but but just really cool. And they just sat there and just chatted and talked and and answered questions and you know, had a drink together. It was it's just great. People are so willing to help each other. It's a really cool thing. Hoping that maintains no matter what comes next. I hope that's helpful to you as you think about where you're going with your role or with your business in meta ads and that you also can face the future of AI with some certainty about, you know, getting some creators to work for you, I guess.

Thanks so much for watching or for listening to this episode. You should subscribe wherever you are doing that. I create more content like this all the time including with a focus on meta ads. You're going to like it if you liked this episode as well. Any feedback you have, I'd love to hear it. podcast@ajfgrowth.com is the place to send that or on X at Andrew J. Ferris. You can also follow me. Subscribe to my newsletter at ajfgrowth.com, get everything that I'm doing all the time.

Got a bunch of stuff coming down there that's going to be really good. And a whole bunch of episodes coming up that you're not going to want to miss. Build Alessandro coming to talk about the sale of natural dog co. Roman Khan is coming on. I met Roman, had coffee with him. Just an incredible business thinker. I've got an episode with him coming in a couple of weeks, so we're following up recording that in a couple of days.

Met with him at the Performance Summit. Great dude, incredible business thinker. Unbelievable that you can get access to his mind free on a podcast, but you can if you subscribe to this podcast. Thanks again to Farmasi and to Rich Panel. Go check both of them out. They're great. And thanks again for listening and for watching. I'll talk to you next time.