Meta has quietly changed the game.

Its new "universal taste maps" learn what every user actually likes and match them to the right products automatically, which means the targeting levers advertisers have spent a decade refining are no longer where the advantage lives.

In this session, we will unpack what Meta's shift to hierarchical interest modelling means in practice, and why creative has become the single biggest driver of performance.

Drawing on real campaign insights, she will show why UGC and influencer-led content has moved from nice-to-have to the highest-leverage input you can feed the algorithm.

You'll learn how to rebalance budget and effort from targeting toward creative volume and variety, how to source and brief UGC at the pace the algorithm rewards, and how to judge creative performance in this new environment.