Ad networks don’t care about you.

Some bitter facts that nobody talks about, but every performance marketer needs to understand. Ep 2.

Ad networks don’t care about you. Your $100k/month budget is a 𝘳𝘰𝘶𝘯𝘥𝘪𝘯𝘨 𝘦𝘳𝘳𝘰𝘳.

Their entire system is optimized for the top 5% of spenders who drive 80% of revenue. Everyone else just fills the auction and pushes prices up.

What they don’t want you to know:

Auctions are 𝗺𝗮𝗻𝘂𝗮𝗹𝗹𝘆 𝗺𝗮𝗻𝗶𝗽𝘂𝗹𝗮𝘁𝗲𝗱 𝗱𝗮𝗶𝗹𝘆

High spenders get 𝘱𝘳𝘪𝘰𝘳𝘪𝘵𝘺 𝘥𝘦𝘭𝘪𝘷𝘦𝘳𝘺, 𝘴𝘱𝘦𝘤𝘪𝘢𝘭 𝘮𝘶𝘭𝘵𝘪𝘱𝘭𝘪𝘦𝘳𝘴, 𝘦𝘹𝘤𝘭𝘶𝘴𝘪𝘷𝘦 𝘪𝘯𝘷𝘦𝘯𝘵𝘰𝘳𝘺.

The algorithms change weekly and you have no clue what changed. Your “winning formula” from last month is already obsolete. Our brains want to believe our experience matters, this is rooted inside us by evolution. In fact, it doesn’t. I’ve seen so many times that “bad” creatives that failed at testing 6 months ago were actually good enough today. You’re playing casino where rules change every hand.

And the house always wins.