Stop Lighting Money on Fire

Stop touching the Interests button. If you are still typing "shoppers" or "luxury goods"

into your ad set, you are lighting money on fire. You are trying to manually steer a

rocket ship that flies itself. You aren't just steering it, you are blinding

it. Meta's new engine, Andromeda, is built on an AI called Lattice.

It doesn't look for who people are; it predicts what they will do next based on 40,000

data points per second. Most people think their ads fail because their audience is

wrong. They blame the learning phase, they blame the cost per click,

and they are wrong. The era of audience arbitrage is over. The era of signal engineering has