The most significant change in managing Facebook ads isn't a new ad format or reporting dashboard; it's that the platform's own AI has gotten so effective that the old playbook of hyper-segmenting audiences and manually tweaking bids is now often counterproductive. The algorithm wants freedom to work, not a list of detailed instructions. This shift, accelerated by data limitations from changes like iOS 14, means your job has moved from being a manual media buyer to a creative strategist who guides the machine.
The old approach of creating dozens of slightly different ad sets for tiny, overlapping audiences just doesn't work well anymore. Marin Ištvanić explains on the eCommerce Marketing Podcast that the goal now is structuring ads for maximum efficiency, which means consolidation. You need to get out of the