How the media buyer role must evolve

Lauren says media buyers must expand beyond ad platforms to own integrations, attribution, and broader funnel responsibilities.

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Are media buyers becoming obsolete? With Meta’s Andromeda update and AI automating campaign optimization, most marketers are still stuck tweaking ads while missing the real levers that drive growth. If you’re still relying on Ads Manager, you’re already behind!

In this episode, we break down why media buying alone won’t cut it anymore. We discuss how AI is handling 80% of the heavy lifting and why your focus needs to shift to everything that happens after the click.

From landing page congruency to email triage, customer reactivation, and how data flow impacts optimization, we share what agencies and brands must do to stay profitable. If you’re managing campaigns or scaling a business, this one’s for you!

In This Episode:

- Media buying and “after the click” opportunity

- Funnels, offers, and landing page congruency

- Redefining leads, opt-ins, and MQLs

- Disqualifying bad leads and data hygiene

- The role of growth strategist vs. media buyers

- Why small marketing agencies are struggling

- Shiny object syndrome vs. real business growth

- Rethinking the customer journey to boost sales

Mentioned in the Episode:

Andromeda Episodes: https://perpetualtraffic.com/?s=john+moran

Episode 744: The Pros and Cons of Meta’s New Advantage+ Creative Image Generator Tool: https://perpetualtraffic.com/podcast/episode-744-the-pros-and-cons-of-metas-new-advantage-creative-image-generator-tool/