marketing is getting harder but paid media is getting easier so this is a quote that I heard recently

and I thought it'd be interesting for us to talk about because I brought this up I brought this up to

people on my paid media team and they didn't like

I said this quote I actually disagree with it too I know a lot of people are

saying paid is getting easier and they're saying paid is getting easier because of two

things AI helping them with campaigns,

but the bigger one is because of the economy,

a lot of people are cutting back on ad spend,

so it's getting easier for them to produce the ROI.

But the main reason I disagree with this this with all the privacy changes, just

look at Facebook.

It was much easier to generate an ROI from Facebook ads when they had all that data until

iOS blocked up, right?

And then Google's going to end up doing the same thing as well

but paid used to be much easier when these platforms had so much data I'm not saying

it's a good thing that they had a data or a bad thing I'm just saying it's a good thing that they had a data or a bad thing. I'm just saying it's a reality and now yes there's a lot of tools out there that can make your

campaigns a little bit more efficient, but that doesn't really matter. Your job from paid marketing is you spend a dollar and you

need to make more and it's harder to do that now than it was before. So here's

what I'll say. I think there's a connecting point with these two statements. So again

the statement is marketing is getting

easier. The X factor that connects these two comes down to creative at the end of the day.

And so what this just means is as a paid media person in the past you might have said oh well paid

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