How ad platforms shifted from buying audiences to buying outcomes

<p>Meta&#39;s algorithm started rewarding new creative volume, and the industry treated it as a race to publish more. Vincent Bourzeix, Founder and CEO of Superbolt, saw the problem coming.</p><p>Vincent walks Bryan through why creative diversity outperforms sheer output, how ad platforms shifted from buying audiences to buying outcomes, and the three roles his agency built to make AI actually useful instead of confidently wrong.</p><p>Topics discussed:</p><ul><li><p>Superbolt&#39;s vertically integrated model uniting media, creative, and data teams</p></li><li><p>Why creative volume backfired after Meta&#39;s algorithm update</p></li><li><p>Founder-led ads rank among the best performing creative formats</p></li><li><p>Shift from buying audiences to buying outcomes on ad platforms</p></li><li><p>High consolidation, high signal framework replacing granular ad targeting</p></li><li><p>Quarterly learning roadmaps for structured incrementality testing</p></li><li><p>Three roles agencies need to operationalize AI successfully</p></li><li><p>Triangulating cross-channel measurement beyond platform-reported ROAS</p></li></ul><p></p>