Edition #1 of tigrz talks, the agency’s long format on the forces reshaping brand performance. Available for download on request via the form below.
This first edition looks back at Andromeda, Meta’s bidding and delivery system, and at what it is quietly shifting in the media ecosystem: less visible management, more automation, and a responsibility for performance that is gradually sliding towards advertisers.
The dominant narrative is now well established: “Creative is the new targeting”. Campaigns are getting simpler, structures are disappearing, the algorithm learns on its own. But behind this promise of efficiency, a deeper transformation is under way.
Because the issue is not only what the algorithm automates. The issue is what it still cannot do: choose a context, steer an audience strategy, link performance to a business reality, measure the value actually created.
In this issue.
- Why creative is becoming a more important signal in an automated system, without replacing strategy.
- How delivery context is chosen rather than optimised.
- Why audience planning and data remain decisive in incremental performance.
- What Meta’s recent fixes in Advantage+ already say about the limits of “fully automatic”.
As a follow-up, three concrete use cases where orchestration makes the performance: SEA & SMA integration, localisation in the service of the brand, customer LTV strategy.
A long read for decision-makers who think beyond the quarter.
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Going further. This topic continues with our approach to tracking, first-party data and AI.
On the same topic: « Deploying MCP on Meta: a great promise, but how far should management be automated? » and « ASC: the PMAX of Social? Our feedback and the conditions for success. ».
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