Fred Leach, Vice President of Product Development at Meta, dives into the recent dramatic shifts in Meta's advertising platform. He unpacks the significance of incrementality optimization and its measurement, revealing how these new strategies benefit advertisers. The conversation highlights the integration of third-party analytics for enhanced performance and a fresh approach to value-based segmentation. Leach also discusses the future symbiosis of generative AI with ad creative production, promising to reshape campaign management for better results.