Media Buying in 2025: The Algorithm is the Creative Director
How media buying has shifted from manual targeting to creative-led algorithmic optimization.
Stop targeting "Females, 25-45, interested in yoga." The platforms know who your customer is better than you do. The lever you have left isn't targeting settings; it's the creative itself.
In 2025, the ad is the targeting. If you show a dog, the algorithm finds dog lovers. If you show a spreadsheet, it finds accountants.
Volume vs. Quality
The old agency model was "one hero asset per quarter." The new model is "ten variations per week." You need to feed the machine.
This doesn't mean low quality. It means high-velocity iteration. Test the hook. Test the angle. Test the offer. Let the data dictate the winner, not the Creative Director's ego.
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