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Meta

    ∞

    Threads is rising, TikTok is stalling, and Instagram is #1.

    I’d venture weathering this latest challenger has Meta feeling nearly invulnerable, which is probably why Zuck feels confident enough to embrace open source for AI and the fediverse for Threads.

    ∞

    Meta has started rolling out its “first generative AI-powered features for ad creatives in Meta’s Ads Manager”

    • Background Generation: Creates multiple backgrounds to complement the advertiser’s product images
    • Image Expansion: Seamlessly adjusts creative assets to fit different aspect ratios across multiple surfaces, like Feed or Reels
    • Text Variations: Generates multiple versions of ad texts based on advertiser’s original copy

    2 big questions for marketers:

    • Will we be able to opt-out?
    • Will we be able to approve, or at least nudge, the outputs?

    I’m hearing the answer to both might be “no”

    ∞

    Re: Apple paying for training data

    Meta is in the best position here because of its social graph and user engagement history.

    Apple’s privacy stance means no real user data but it has a massive bank account and history of working with rights holders (see: iTunes).

    The hardware platform is its killer feature though. It doesn’t need to be the fastest scaling consumer app in history to become relevant, it just needs to ship via software update.

    Imagine a day where you wake up, your Apple Watch recognizes you put your AirPods in and starts a personalized podcast via Siri of relevant news, stock updates, weather, and your calendar. Maybe even your recent messages and emails and reminders.

    It’s mostly just plumbing and PR at this point.

    ∞

    Meta is aware of a loophole that lets the message spam tsunami through & engineering is working on a fix.

    In the meantime, this might help. Navigate to:

    • Business Suite
    • Inbox
    • Settings
    • Chat Plugin
    • Customize your Chat Plugin
    • Turn off Guest chat
    A screenshot from Meta showing the Guest chat option enabled. From the setting details: Let people chat with your business without logging into Messenger while using the Chat Plugin on your website.
    ∞

    As interest targeting slowly goes by the wayside in favor of AI and algorithmically driven targeting, the targeting us marketers have the most control over is the pieces we feed the robots.

    That means creative.

    Your messaging and visual assets are where your true targeting capabilities lie.

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