In this episode of The Redirect Podcast, host Adrienne Wallace is joined by Jason Dodge and Derek DeVries of BlackTruck Media + Marketing. Together, they dig into the impact of AI on social advertising platforms, how targeting strategies are being reshaped, and why today’s marketers must be smarter than ever. From ethical concerns to the evolving definition of good creative, this episode is packed with insights for navigating the AI shift.
The Evolution of Social Ad Targeting
“The golden age was probably 2016 through 2020.” — Derek DeVries
Back then, advertisers had access to highly granular data. Uploading customer lists or leveraging retargeting could produce laser-focused lookalike audiences. Then came iOS 14.5 and its app tracking transparency. Now, nearly 100% of users opt out of tracking, leaving marketers with significantly reduced targeting capabilities.
Platforms like Meta and Google still hold rich behavioral data, but they no longer share it as freely as they once did. Audience building now depends more on inferred behaviors and machine learning, rather than direct data access.
How AI Changed the Game
“AI is the new ad manager.” — Jason Dodge
AI isn’t new in advertising. Responsive ad units, dynamic creative, and machine learning-driven delivery have been around for years. But now, AI is being fully embedded into the platforms. From creative generation to auto-optimizing audiences, it has shifted control away from marketers.
The promise? Efficiency and accessibility.
The reality? AI makes decisions that are often opaque, difficult to reverse, and not always aligned with brand goals.
The Risks of Over-Automation
“You can’t control the algorithm, but you can guide it.” — Jason Dodge
Performance Max (PMax), Meta Advantage+, and similar tools offer all-in-one solutions. But they often:
- Prioritize low-effort conversions
- Spend heavily on branded terms
- Provide little insight into audience breakdowns
Marketers risk losing visibility and control. Worse, many AI features are auto-enabled, forcing marketers to opt out rather than opt in.
Ethics, Attribution & Business Outcomes
“We had a great click-through rate, but zero sales.” — Derek DeVries
Ethical concerns go beyond privacy. They include:
- Misleading performance metrics
- Brand safety issues (e.g., inappropriate music or imagery)
- The erosion of true attribution, especially with off-platform actions
Marketers must focus on outcomes that matter to clients: sales, leads, subscriptions — not just engagement.
Asset Strategy in an AI World
“You don’t have to pick the one right thing anymore.” — Derek DeVries
Gone are the days of picking one perfect ad. Instead:
- Upload multiple headlines, images, and videos
- Let the platform test combinations
- Measure performance through structured experimentation
But the core principles still apply:
- Relatability matters: Show real homes, real people, real situations.
- Context matters: What else is in the feed affects perception.
Who’s Winning, Who’s Struggling?
Winners:
- Small businesses with limited creative resources
- E-commerce brands with fast conversion funnels
Strugglers:
- Brands with strict creative standards
- Agencies without ad-specific expertise
- B2B and niche marketers requiring nuanced targeting
Without guardrails, brands risk being misrepresented or wasting spend on irrelevant audiences.
Key Takeaways
- Be AI-curious, not AI-careless.
Test AI features deliberately. Never opt into new tools without knowing the implications. - Know your KPIs.
AI learns from what you tell it matters. Feed it the right data. - Respect your funnel.
Bad data leads to bad learning. Ensure clean attribution and conversion tracking. - Don’t rely on default settings.
Auto-optimization often benefits the platform, not you. - Strategy still matters.
Even with automation, marketers bring the context, nuance, and ethics that machines can’t.
Final Thoughts
AI is redefining how social ads are created, delivered, and measured. But smart marketers still hold the advantage — if they stay informed, strategic, and proactive.
Be curious. Ask questions. And don’t let the algorithm think for you.
Subscribe to The Redirect Podcast wherever you listen and explore more insights at blacktruckmedia.com.
