Creative targeting is quietly fragmenting your Meta audiences

It’s time to stop cloning your winning ad and start planning creative like a media buyer, with one distinct message for every audience you want to reach. Audience fragmentation has long been a structural problem in Meta advertising : too many ad sets chasing overlapping audiences, splitting conversion data, and driving up costs. Meta addressed much of this by limiting interest targeting and pushing advertisers toward fewer, broader ad sets with Advantage+. Creative adds another layer of fragmentation. Meta’s AI now reads your creative to decide who sees each ad. Your creative is the targeting now. When multiple ads make the same pitch, they…

This is a curated summary. The full story was reported by Search Engine Land.