What Is Facebook Signalling to Advertisers?

In the last 12 months, there's been a shift in narrative with how advertisers are running campaigns. The legacy approach was that you're going to create as many audiences as possible. And one of the things that facebook has been saying is like, ha, you need to limit this level of fragmentation and build broader. However, on the other side, if you over simplify the way youare building campaigns, then the true benefit of being able to use these tools you cannot lose.