Targeting Isn't What It Used to Be

Update: 2025-07-23

Description

If you're still segmenting audiences, split testing lookalikes, and restricting age and gender like it's 2017, you're making your results worse. Jon explains why most targeting inputs are now just suggestions and where real targeting actually happens in today's advertising.

Comments

In Channel

When Does Remarketing Actually Make Sense?

2025-10-0108:30

Frequency Is Not Your Problem

2025-09-2407:19

How the Meta Ad Auction Works

2025-09-1708:05

Incremental Attribution Explained

2025-09-1006:35

Creative Diversification Is the New Targeting

2025-09-0307:28

Why Aren't People Acting on Your Ads?

2025-08-2706:08

Don't Do What I Tell You to Do

2025-08-2007:11

Your Cost Per Lead Is Mostly Meaningless

2025-08-1306:46

Why 'It Depends' Is the Right Answer

2025-08-0606:42

How to Pick the Ideal Ads Client

2025-07-3005:43

Targeting Isn't What It Used to Be

2025-07-2307:30

It's Time to Revisit Creative Testing

2025-07-1610:06

Don't Get Emotionally Attached to Your Ads

2025-07-0907:31

Your Stubbornness Is Killing Your Results

2025-07-0209:57

Correlation, Causation, and Meta Ads Mistakes

2025-06-2509:15

Features Don't Sell, But Pain Does

2025-06-1807:53

Beware of Fake Advertising Experts

2025-06-1108:57

Stop Searching for the Magical Ad Strategy

2025-06-0411:04

Meta's Vision to Replace Ad Agencies with AI

2025-05-2811:13

When Are Ad Results Actually Meaningful?

2025-05-2109:30

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Targeting Isn't What It Used to Be

#box-pro-ellipsis-175973176397333{-webkit-line-clamp:2;}Targeting Isn't What It Used to Be

Targeting Isn't What It Used to Be

Targeting Isn't What It Used to Be