Ecommerce Playbook: Numbers, Struggles & Growth Meta’s Black Box Is Ruining Your Creative Strategy
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Nov 18, 2025 In this insightful discussion, Reza Khadjavi, CEO of Motion, dives into the challenges brands face with Meta's new ad ranking systems. He unpacks how Meta's opacity affects ad performance and why traditional hook testing isn't as effective anymore. Reza explains the importance of creative taxonomy and how AI tagging can reveal biases in audience targeting. He also highlights the shift from growth hacking to fundamental messaging, urging brands to focus on clear customer understanding in this ever-evolving digital landscape.
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Early Days: Shoelace To Motion
- Reza described founding Shoelace and evolving it into an agency before launching Motion to solve creative reporting problems.
- He explained how early Shopify and Meta developments shaped their focus on automating marketing tasks and creative strategy.
Creative Overtook Targeting Around 2020
- Around 2020 the dominant lever on Meta shifted from audience targeting to creative quality.
- Reza argued that creative and analytics must converge for teams to scale advertising effectively.
Automate Labels With LLMs
- Use AI labeling to automate consistent tagging of creative attributes so you can analyze at scale.
- Teach LLMs the taxonomy you care about so labels match your testing hypotheses and strategy.