I love this analogy…

In our strategy session recently, one of our members had this analogy when talking about ad targeting now.

The Analogy

You know how tree houses often have a steering wheel at the top, and kids will turn that wheel like they’re really doing something? They’re driving that ship and helping it go a certain direction.

That’s what ad targeting is now.

Meta allows advertisers to provide audience suggestions or initial targeting inputs, but ultimately the Meta advertising ship goes wherever it wants.

Advertisers are out here turning that wheel like we’re really doing something, like it’s super important, but it’s questionable whether what we do matters all that much.

Targeting may not be as pointless as that steering wheel, but there are times when it feels that way.

A big shout out to Bob Hiler for that analogy.