Platform
Meta's new ad terms drop the word optional
From 30 October, Meta's ad terms say its automation can generate your creative, and that you own every word of it. Here is what changed and what to check before then.
Platform
Platform
Meta is rewriting the text on your ad images
Advantage+ creative can now replace the headline inside a static ad and keep your font and layout. Here is how to check your ads, and when to leave it on.
Creative
Pay for a hundred videos and you get an afternoon's work
Notes from this week's Marketing Operators. Ridge is moving creator pay onto Meta ad revenue, and HexClad found its intent segments too small to use.
Creative
Twenty variants of one idea count as one ad
Meta now scores creative variety inside Ads Manager. Near identical ads collapse into one. Volume pipelines are about to look a lot worse.
Platform
The platform changes that cost you money are silent
Meta flipped Shop destinations on by default, removed Explore as a placement, and is deleting the delivery forecast fields your dashboard runs on.
Measurement
At 30,000 a month, skip the incrementality vendor
Cheap tests lost to doing nothing 38 percent of the time in the vendor's own simulation. Meta's incremental setting is free and just crossed over.
Creative
Most creative fatigue advice has no source behind it
The wearout numbers in your agency deck are not from studies. Nobody has published a spend grounded test of creative fatigue on Meta.
Measurement
Blended ROAS hid what actually broke in 2025
First time customer economics fell in every vertical Northbeam measured. Blended numbers barely moved. If you report blended, you will cut the wrong creative.
Measurement
Platform reporting is wrong in both directions
The reflex that platform numbers are always inflated is itself an error. On strict click windows Meta undercounts. View based buys overcount wildly.