Session: Meta Ads: The Next Chapter
summary
Team moves to London to speed product rollout and Meta describes concrete post-ATT fixes: AEM support for MMPs and view‑through/engage view attribution that restore real‑time conversions and align source‑of‑truth, a returned AMM for user‑level cohorts, and backend claim handling to close gaps. Performance changes include value optimization delivering ~30% higher ROAS and an Android IIA rollout that reports a Voodoo case with ~2.66x day‑7 ROAS and ~80% lower CPI. Creative now drives ~50% of auction outcomes, so tools for creative diversity and test‑budgets inside BAU aim to force new ads to learn.
AI-written summary · about
chapters (8)
- 0:00Introduction
- 1:33Post-ATT transformation
- 4:07Measurement after ATT
- 8:41Performance and MMP
- 10:46AI value optimization
- 13:55AI algorithms and creatives
- 16:44Maximizing Android impact
- 20:34Key takeaways and future outlook
related talks
13mAlgorithmic Transparency in Personalized Advertising: Learnings from Building "Why Am I
19mMastering Game Marketing in the era of Data Privacy
18mExtract Immense Value from Creative Optimisation
22mSuperstar Session: Practically Personalized – Building Experiences Beyond Ad Monetization
46mWhat Does Success Look Like in UA?
21mSession: Conquering The Multichannel Battlefield With Wargaming & SplitMetrics.
22mMonetisation revealed – stories and data behind ad revenue success
40mPanel: Tactics for Low CPI and High User Quality