said Meta CEO Mark Zuckerberg on a call discussing the results with investors. “Over the long term, advertisers will basically just be able to tell us a business objective and a budget, and we’re going to go do the rest for them. We’re going to get there incrementally over time, but I think this is going to be a very big deal.” 

Digital marketers have been speculating this as a potential future, now Zuck has said it out loud. Based on Google’s PMax experience, advertisers won’t like it.

​