How Meta Now Uses Creative Catalogs

Connor and Cody explain Meta's increased use of large creative catalogs, bucketing logic, and why truly different ads are necessary.

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Episode notes

In this episode of Marketing Operators, Cody and Connor unpack the real impact of Meta’s Andromeda update and what creative diversity actually means today, plus how to optimize for it in an algorithm-driven environment. They break down how short-form, personalized feeds have reshaped the playbook, why we’ve shifted from the editor era to the creator era, and what now constitutes a better ad in Meta’s eyes. They also dig into how to scale truly diverse creative without slowing down, harness organic social as a performance engine, and how the creative strategist role is evolving - expanding beyond editing into creator-first, social-native thinking and faster content systems.

Then they’re joined by Cathy Sun, VP of Ecommerce at AppLovin, to dive into the launch of AppLovin’s self-serve Axon ads platform. Cathy breaks down how rewarded mobile gaming ads work, why long-form clickable inventory is driving incremental performance for e-commerce brands, and the creative tactics that win - from increasing ad volume and variation to leveraging interactive formats and scaling with repeatable creative workflows. She shares real stories of brands rapidly ramping spend and unlocking breakout ROAS on AppLovin, and why this channel has quickly become a powerful performance complement to Meta.

If you’re evolving your creative for the Andromeda era and looking for scalable performance channels beyond Meta, this episode delivers the frameworks, tactics, and operator-level insights to grow with confidence.

Check out Axon by AppLovin: https://axon.ai/inviteonlyUse code: KLOHWKP3YM

Operators Masterclass on Channel Growth: https://www.9operators.com/applovin

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

Chapters:

00:00:00 - Introduction

00:06:46 - The "Andromeda" Apocalypse

00:21:55 - Why We're in the "Creator Era" (Not the "Editor Era")

00:37:56 - How to Hire in the Creator Era

00:53:37 - Special Guest: What is AppLovin's Axon Platform?

01:07:39 - AppLovin Performance & Creative Best Practices

Motion.

https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠