?? TMB #73: Why people are freaking out about Meta

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In this issue: the digital advertisers who cried wolf? ??

ICYMI: Northbeam Apex is now live. Optimize your Meta ad algorithms with first-party data. The dream of performance marketers is now a reality, and the results from our beta test are astounding. Apex is now available at no cost to qualified Northbeam customers - click the link below.?

This week:

The internet is aflame with hot takes about Meta's big updates. The sorcerers, shamans, and soothsayers who claim to understand Meta's algorithm must push their perspectives in order to sell agency retainers. But is it that simple??

We at Northbeam like to help our users transcend these arguments. I'll leave the discourse on campaign structures and cost-caps to the agencies whose lives depend on it. The rest of us know that good ads come from good data - which is why we made Apex.?

Fact: regardless of your campaigns or bidding structure, if your Meta ads account is getting good conversion data, your ad algorithm will be able to serve your ads more effectively.?

Think of Apex like this:?

- Meta can only see how Meta ads perform on Meta.?

- Meta's ad algorithm delivers your ads based on that Meta-only context.?

- Enrichment tools like CAPI offer a little color, but Meta still only has Meta touchpoints to optimize against.?

- Northbeam Apex gives your Meta algorithm context on how your Meta ads are performing alongside ALL the other digital marketing touchpoints you have.?

- Apex is sending ad-level performance data from all your platforms to Meta.?

- With this expanded context, your Meta ads algorithm can suddenly optimize your Meta ads delivery against your entire marketing strategy instead of just against itself.?

- The result is wildly contextual, high-performing ads delivered to the right people at the right time. Regardless of your campaign structures, cost caps, or funnel stages.?

?The didactic premonitions about the downfall of Meta's ads are grossly overstated, mostly to take advantage of you, the advertiser.?

?Instead, there is a new way. Apex is the future of omnichannel and is the first step in making all your ad platforms work in concert with each other, instead of in separate silos. Book a time to check it out already.?

??? The 9 Operators podcast hosted Northbeam CEO & Co-founder Austin Harrison to chat about Meta's future, what big brands are doing on Meta, and how to thrive on Meta Ads in 2024.?

?? This is how Hollywood Hair Bar uses Northbeam and Insense to develop profitable creatives. There's even live revelations made on this webinar.?

?? Obvi CEO Ashwin Melvani talks about ASC and why he only spends 5% of his budget on it. We been knowing this, though.?

?? Pique Life is hiring a Head of Growth in LA. Help grow a brand leading the way in science-driven, plant-based supplementation. Pays great too.

?? The tech stack of a $56m brand. Ask not what your SaaS can do for you, but what you can do with your SaaS.

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