Barry shared a post on meta ads that I agree with 100% from a Google Ads perspective. It’s less about the feature itself, but whether it’s able to do so is the actual question. Barry rightfully say that using the incremental attribution optimization setting is good, and have several use-cases. But he also caveats it with “we need to believe the system is able to identify incrementality”. And here lies the key with everything the platforms share these days. We shouldn’t just look at whether a feature sounds good on paper, but whether the feature can actually do what it says it can do. 📝 AI Max: Keywordless targeting that writes ads using GenAI is amazing. But what does it look like in practice? 🤖 PMax: AI allocating budget to YouTube/Display to push top funnel awareness. Sounds great, but does it actually do it? 🔑 Broad Match: Works based on more signals than exact match, but does it work in general or is search intent still 90% of the reason why a keyword performs good or bad? PS. This was my point on PMax when it first came out too. It would have been amazing if it was a full funnel / omni-channel campaign type. But I have yet to see an ecommerce account with +10% display/video spend in its PMax campaign.