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The problem with AI-powered campaigns

Over the last couple of years, we’ve seen Google’s Performance Max and Meta’s Advantage+ drive increasingly strong results as the platforms learn more about consumers, and put the right ad in front of the right person, at the right time. However, there has always been some skepticism around the conflict of interest: the platform, which owns the inventory, deciding when to place which ad to which user. This gives a lot of control to the entity ultimately sending the invoices.