Right now, there is a deep shift occurring within the paid ads landscape. The shift is this:
Leverage is being shifted away from effectiveness in media buying, and towards effectiveness in creative.
Since the introduction of AI, it is quite obvious to see the path that it will take, and is taking. The path is that AI tools will continue to improve at analytical tasks (in all fields).
This is not nearly as innocuous of a statement as it seems.
This means that more and more of the ad buying process will be automated with increasing effectiveness. To the point where an ad buyer with 2 months of experience may be as effective as an ad buyer with 3 years experience, simply because the process is so effectively automated by AI tools.
This is not good. This is not bad.
All it means is that leverage is shifting toward creative.
Because ads will soon be delivered with increasing efficiency and specificity for every ad buyer, what now matters more is what the customer actually sees.
The best creative will win.