“with these you know day seven row as campaigns and value optimization and event optimization campaigns facebook with all of its data and ai in an incredible targeting efficiency has kind of in some ways been doing the job of developers it's been finding those unique profiles user profiles of who's actually going to spend money”

Facebook Was Doing Your User-Profiling for You — Now You Have to Build It In-Product

For years, Facebook's targeting replaced in-product personalisation: describe your ideal user and Facebook found them via creative experimentation across hundreds of millions of profiles. Post-ATT, that black box is degraded. Developers must now rebuild in-product personalisation — show users different content based on observed behaviour — which is harder but more durable.