OPERATORS Bonus Episode: 9 Operators X Meta Summit
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Jun 7, 2025 
Yoni, a key player at Meta, engages with advertisers to help them boost their ad performance. He discusses transformative advertising strategies, focusing on the importance of incrementality in measuring effectiveness. Yoni dives into the revolutionary role of AI in enhancing customer engagement and the balance between creative volume and quality. The conversation also highlights how small businesses can leverage Meta's advertising tools and the shifting landscape media buyers face in an increasingly automated world.
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Profitability as Meta's Focus
- Meta shifted focus to profitability as the North Star for brands, especially post-iOS 14.
- They now build tools compatible with various measurement methods, reflecting confidence in their ad platform.
Incrementality Drives Better Results
- Incrementality is the best way to measure ad impact, distinguishing true incremental conversions.
- Brands using Meta's incremental attribution see 46% more incremental outcomes than with standard attribution.
When to Use Incrementality
- Brands spending over $5 million annually across channels should adopt incrementality to validate their ad spend.
- Smaller advertisers can grow into incrementality experimentation as media mixes and complexity increase.