[{"data":1,"prerenderedAt":187},["ShallowReactive",2],{"povLessControlMoreStrategy":3,"nav":128,"contactData":153,"footer":162},{"id":4,"title":5,"body":6,"description":12,"extension":119,"header":120,"meta":121,"navigation":122,"path":123,"seo":124,"stem":125,"subheader":126,"__hash__":127},"pov/pov/less-control-more-strategy.md","Less Control More Strategy",{"type":7,"value":8,"toc":112},"minimark",[9,13,16,19,22,28,33,36,39,58,63,67,73,79,85,91,95,100,103,106,109],[10,11,12],"p",{},"Meta is the latest example. The platform is increasingly asking advertisers to set the goal, provide the creative and data, and establish the boundaries. Its AI then makes more of the day-to-day decisions about who sees an ad, where it appears and how much to spend.",[10,14,15],{},"Recent changes are pushing that model even further. Some advertisers are seeing controls that once allowed them to completely avoid certain ad placements replaced by tools that simply tell Meta to spend less there. The advertiser still provides direction, but Meta’s AI has more freedom to determine what happens next.",[10,17,18],{},"And Meta isn’t alone.",[10,20,21],{},"TikTok has made a similar move with TikTok Shop, shifting more campaign decisions to its AI. Google, LinkedIn, Pinterest and other major platforms are also building more automation into how advertising is created, targeted and optimized.",[10,23,24],{},[25,26,27],"strong",{},"Across the industry, advertisers are increasingly deciding what they want to achieve. Platforms are increasingly deciding how to achieve it.",[29,30,32],"h2",{"id":31},"so-what-changes-for-marketers","So, What Changes for Marketers?",[10,34,35],{},"This goes beyond automating tasks people used to do manually. It changes what marketers actually control.",[10,37,38],{},"If AI is making more decisions about where ads run, who sees them and how budgets are spent, marketers have to focus more attention on the things the technology can’t decide for them.",[40,41,42,46,49,52,55],"ul",{},[43,44,45],"li",{},"What are we trying to accomplish?",[43,47,48],{},"What do we know about our customers?",[43,50,51],{},"What creative are we giving AI?",[43,53,54],{},"What boundaries should we set?",[43,56,57],{},"How will we know if it actually helped the business?",[10,59,60],{},[25,61,62],{},"The less control marketers have inside the machine, the more important the decisions they make around it become.",[29,64,66],{"id":65},"what-advertisers-should-do-now","What Advertisers Should Do Now",[10,68,69,72],{},[25,70,71],{},"Give AI better ingredients."," Strong creative, quality customer data and clear signals about what matters give AI a better chance of delivering meaningful results.",[10,74,75,78],{},[25,76,77],{},"Be clear about what winning means."," A platform can get very good at delivering what it’s asked to produce. But more clicks, views or conversions don’t automatically mean more business growth.",[10,80,81,84],{},[25,82,83],{},"Don’t let the platform grade its own homework."," As platforms make more decisions, brands need independent ways to determine whether their advertising actually changed behavior and created value.",[10,86,87,90],{},[25,88,89],{},"Keep the strategy bigger than the platform."," Meta’s AI is designed to make Meta advertising work better. TikTok’s is designed to make TikTok advertising work better. Brands still need an independent view of where to invest and whether those investments actually created value.",[29,92,94],{"id":93},"the-opportunity-ahead","The Opportunity Ahead",[10,96,97],{},[25,98,99],{},"The future of paid social is moving from managing campaigns to managing the AI that increasingly runs them.",[10,101,102],{},"For marketers, the advantage will increasingly come from asking the right questions, providing the right inputs, setting clear boundaries and determining whether the results actually matter to the business.",[10,104,105],{},"The same is true for agencies. Our value at DonerColle Partners isn’t in competing with AI over which buttons to push. It’s in seeing what any individual platform can’t: the broader consumer, media landscape and business.",[10,107,108],{},"Meta can optimize Meta. TikTok can optimize TikTok.",[10,110,111],{},"Our job is to help brands optimize the business.",{"title":113,"searchDepth":114,"depth":114,"links":115},"",2,[116,117,118],{"id":31,"depth":114,"text":32},{"id":65,"depth":114,"text":66},{"id":93,"depth":114,"text":94},"md","The Less You Control, the More Strategy Matters",{},true,"/pov/less-control-more-strategy",{"description":12},"pov/less-control-more-strategy","Paid social is entering a new era where marketers are getting more automation, but less direct control over how their advertising dollars are spent.","uVw_hWAVujRjdq4wzdIIv20Zvx59MaUUHv-E2klOUJI",{"id":129,"extension":130,"items":131,"legalLinks":149,"locations":149,"meta":150,"stem":151,"__hash__":152},"menus/menus/header.json","json",[132,136,139,142,145],{"title":133,"url":134,"type":135},"About","#about","ghost",{"title":137,"url":138,"type":135},"Agencies","#agencies",{"title":140,"url":141,"type":135},"Leadership","#leadership",{"title":143,"url":144,"type":135},"News","news",{"title":146,"url":147,"type":148},"Contact Us","#contact","primary",null,{},"menus/header","4dn8HV5OgDVMcv-yTV1Q0Cb2EYTqCDiXZlWeQ-cTTsc",{"id":154,"contactPoint":155,"description":158,"extension":130,"meta":159,"stem":160,"__hash__":161},"contact/contact/contact-data.json",{"name":156,"email":157,"phone":113},"Gina Gray","Gina.Gray@DonerColle.com","Humanity, humility, nimbility, savvy, badass-ery. They’re present in everyone we hire, they’re apparent in how we show up, they’re what make us different and (if you’ll excuse the lack of humility) they make us better.",{},"contact/contact-data","SffmoFmwGQtDYBp_S2IGJgk5ThKWdQu6gb7EKqnPzIk",{"id":163,"extension":130,"items":149,"legalLinks":164,"locations":165,"meta":184,"stem":185,"__hash__":186},"menus/menus/footer.json",[],[166,172,178],{"title":167,"url":168,"address":169},"Chicago","https://maps.app.goo.gl/Vw8oVxEwHALB4RNu5",{"line1":170,"line2":171},"225 W Wacker Drive, Floor 19","Chicago, IL 60606",{"title":173,"url":174,"address":175},"Detroit","https://maps.app.goo.gl/2tZspE8Kzz6V22ecA",{"line1":176,"line2":177},"400 Galleria Officentre, Suite 300","Southfield, MI 48034",{"title":179,"url":180,"address":181},"Minneapolis","https://maps.app.goo.gl/uqJojtCFAzoEZrNK8",{"line1":182,"line2":183},"250 North 3rd Avenue, Suite 400","Minneapolis, MN 55401",{},"menus/footer","G-qFqJtI8pZAE5Uy6mwJJcTFa9Oa6ulsz6f1OyfLj3s",1790693068915]