Agentic media buying is here 🤖 We INFILTRATED Meta HQ to get all the answers! What is Ads Creative Studio? When is it getting released? What’s getting automated? Will you still control budgets? Can AI test creative at scale? What’s left for media buyers? How should brands prepare? In-person with Nik Ketkar (PM at Meta), @codyplof, @connorrolain + @couuor. “In the future, media buyers are spending 100% of their time on strategic tasks.”

hex squad in denver plotting Q4 world domination 📈🚀

For Black Friday, rethink ad spend before rethinking your offer. @codyplof

I’ve been selling on Amazon since 2014, and have built one of the biggest companies ever started on Amazon. Amazon isn’t over 50% of our revenue. But it is over 50% of our contribution profit. I have sold everywhere. There is not a channel where you can make better contribution profit than Amazon. It’s easier for us to make money there than at Walmart, at Target, or on our own website. If you want to scale profitably … Here are the five things I’d focus on. 1. Inventory Inventory is the lifeblood. Amazon’s algorithm hates stockouts. The algorithm is one big feedback loop. Customers see your product and buy it, and Amazon shows it to more people. Go out of stock and you drop off. Sometimes you start over from zero. The best place to hide a dead body is the second page of Amazon. Being in stock isn’t enough. When you send in 1,000 units, Amazon splits them across fulfillment centers. Fast delivery only works if your product is near the customer. That takes extra inventory. Send Amazon your leftovers, you’ll get leftover results. 2. Executive thought, not an afterthought Your best people need to be looking at the data, studying your competitors, and finding a winning path. If nobody senior owns Amazon, it will always lose to dotcom and wholesale. A director who cares about Amazon will get overruled again and again. Do not hand the thinking off to an agency because the platform feels intimidating to you. An agency can execute. It can’t think for you. Only outsource after you have mastered it for yourself. 3. Catalog assortment Different channels serve different customers. You won’t sell the exact same thing at Target, Walmart, Amazon, and on your own site. We learned this the hard way, partly because of scrapers and partly because customers want different things. But your best products will be your best products in every channel. The goal is to make them just different enough that you have room to price differently, while it’s still basically the same product. If you have too many SKUs to send everything in, put your top 30% of SKUs in FBA and cover the rest with fulfilled by merchant. 4. Reputation management Amazon is a public ledger. It’s probably the most trusted source of reviews on the internet. Even people who never buy on Amazon go there to check your reviews. It’s your resume to the customer. Five stars on your website and three and a half on Amazon is a jarring gap. Be proactive. Reach out to anyone who leaves a bad review. Challenge reviews caused by FBA mistakes. Encourage happy customers to share how they feel. Stay white hat: no paid reviews and no gift cards for five stars. Even if you don’t want to sell a single unit on Amazon, you should still own your listing and your brand registry. If you don’t tell your story there, somebody else will. 5. Pricing and promotion Amazon runs huge events. Prime Days. Holiday. Deal days. In the first few deal days, Apple barely took part. Today, Apple puts almost everything in them. The traffic is too big to ignore. You need a catalog and a pricing plan that let you take part. On a big deal day you can win more customers in a short window than your website might bring in over a month. Load some of your deals up early before the big moments and you’ll get extra exposure because of the increase in conversions. To recap: Give Amazon inventory. Give it executive thought. Build your catalog for each channel. Manage your reputation. Dig in on pricing and promotion. This isn’t complicated. It’s bullets and cannonballs. Test cheaply. When something works, double down.

This is the definitive guide on how to use Northbeam on Black Friday Cyber Monday. If you want to scale like the best, you need to watch this👇 Thanks to our friends @M__Operators, @9operators, @couuor and @codyplof for hosting @MAustinHarrison and Andrew! piped.video/watch?v=7pyDLph7…

How We Turn Customer Problems Into Ad Creatives That Convert ↓ PLUS: Get our free creative supply chain resources ★ 6-Step Framework ★ Creator Brief Template ★ Hook Training Guide Inside the episode 1️⃣ Start with customer insight (Not just more ad volume) 2️⃣ Test messages cheap first (Before pricier creatives) 3️⃣ Scale with partnership ads (Our top performer so far) 4️⃣ Let AI produce ads for you (Editing, naming + uploads) 5️⃣ Keep humans on research (AI can’t feel the problem) @codyplof + @mbertulli walk through Winks’ creative supply chain: what they rushed, what’s working, and where humans still matter. “Your ad can only be as good as your … understanding of your customer.”

Is Meta charging new brands … more? 🤔 @couuor @codyplof

Meta used to ignore 90% of the ads it could show. Not anymore @codyplof

To Meta, new vs. repeat buyers is “irrelevant” @codyplof

How does a rolling tote hit $50M+ with <10 employees? WE HAD TO ASK ↓ Started as a family prototype Customers told their friends Gifted creators to fuel growth Then paid amplified demand Sold one SKU for four years Collabs → 60% new buyers Launched nationwide at Target Just hit Costco w/ 170K units Now closing in on $100 million Hulken’s Co-Founder @aschinasi joins @mbertulli + @mikebeckhamsm to pull back the curtain. “I didn’t look at it as a fashion brand … I looked at it as a machine.”

Meta’s take on the #1 mistake marketers make @couuor

In Ads Creative Studio, you can benchmark your ads against performance in your category.

The future of agentic media buying looks bright @connorrolain

What the heck is Ads Creative Studio? 🤔

The 10 Commandments of DTC Offers That PRINT ↓ 1️⃣ Go beyond price + discounts 2️⃣ Match the offer to the usage 3️⃣ One customer. One problem. 4️⃣ Stack gifts, bundles + perks 5️⃣ Address customer objections 6️⃣ Give a reason to buy … now 7️⃣ Justify the buyer’s investment 8️⃣ Attract customers who stay 9️⃣ Reward the next purchase 🔟 Build for profit, not just sales @jordanmenard + @linafahizul join @mbertulli + @codyplof to tear apart Winks’ offer, and put it back together again. “A great offer makes the customer feel stupid for saying no.”

From ad data to new creative in <1hr @connorrolain