Meta's AI buying is erasing the manual media buyer role: signals and creative are the job now
Meta is moving campaign decisions out of media buyers' hands and into its automated systems, and teams built on interest targeting and granular ad sets are losing their levers. What stays controllable: conversion events, creative, exclusions, and measurement design. An EMARKETER-backed analysis argues this is an org-chart change, not a feature toggle, so the bottleneck shifts upstream to data quality, governance, and creative throughput. Paid social teams that don't adapt will be outmaneuvered by their own conversion signals.