The Biggest Mistakes Facebook Advertisers Make in 2026 (with Barry Hott)

0:00Today, we have a very special video, a frequent guest is returning, actually the most frequent guest on the channel's history. You hold the record. Oh, good. We have Barry Hot. Do I get a special jacket like on Saturday Night Live? I get a Is this my fifth time? Welcome on it. Okay, thanks. This might be the fifth

0:18time, by the way. be. Um yeah, so Barry Hot um Is this for your channel? I thought this was for my channel. Is it? No, I'm just kidding. That's what I was going to say. I need to not work for next week. Yeah. Um Barry is is rejoining us, uh my friend, business partner, mentor, and uh just uh you know, one of the smartest minds in advertising. And today, we are going to be talking about the biggest mistakes that advertisers are making in 2026. And maybe some other stuff, but yeah. Yeah. Probably that. Um so yeah, Barry, good to have you back on the channel, dude. Great to be Great to be

0:57here. Great to be back. Great to be with you. You just landed from a long flight. I'm shocked you're awake. I feel like you're more awake than me. I came for the uh the New York bagels and to see you. You're very sweet. Yeah. It's good to see you. Um cool, dude. Let's go straight into uh some of the biggest mistakes that you're

1:15seeing people make. Yeah. Um well, first uh you know, I've been saying this for a long time and I'm going to say it now, and I think you guys are all going to listen to me more and take this more seriously than I've ever said it before, but uh you got to obsess over the first frame of the video. Like if you're making a video ad like uh you need to really be thinking about what's going on in the very first visual that someone sees and that relevance, like whatever whoever that is relevant to is what makes the ad work or not work. So, if if most ads I see fail, fail right

1:56there. Like it's so often that I'm like going through ads that are not spending, right? That's how I'm judging how ads are failing is they're not able to get spend, which we'll talk about that later. But like, it's almost always immediately I can see it. I put myself in the shoes of the consumer consuming this and I'm like, "Oh my god, I'm either it's not relevant to me or I'm bored out of my mind or it doesn't make sense or it's unclear in the first frame, in the first second. And I I'm gone. You've lost my attention, which is like if this was like 4 years ago

2:32and you know, that would happen the worst that would happen, you know, like you just scroll away. People just scroll away and it's it's no big deal. It's just, you know, it's not thumb stopping, right? But now it's like an exponential factor on that because it's not just that people aren't aren't are scrolling away, it's that like Meta is both you know, I think in its its ability to kind of study videos with its own like, you know, machine, but also how people

2:57engage with the videos. Um, if if people aren't just not even paying attention to it, like it's not going to serve it to anyone else. Like it knows very rapidly, like, "Whoa, this video means nothing, means absolutely nothing to anyone." So, it's literally not going to waste any more time or energy or money spending on it. So, like that's that's one of the things where I'm like you have to you have to just get that bar get over that bar before you can get to anything else. And then the rest of it, there's plenty of other stuff we can study and and talk about and think about

3:31about an ad. But so many ads just die in the first frame. And it doesn't they don't have to die that death. How do you do that? How how do you make something visually relevant to someone instantly? Um, you it's I mean, it's a lot of empathy. Um, you have to be thinking about like what are

3:52they consuming? What does that look like um on a macro level? Like what are the styles of things? What do you know, like what kind of camera should be shot on? What's the lighting? What's the the setting? The setting is like the most important thing. Um, I don't think we talk about this enough. I've heard some other people talk about this recently and I'm kind of excited

4:12about it. But like where your whatever it is is shot, like what's in the background matters so much on social. And like that just like directly just beams the understanding of relevance into the consumer's eyes. And I was I was talking with a with a client team yesterday where we were like trying to review an ad that or yeah, it was an ad and we're trying to understand like what about this is working for for you and

4:48what about this is not working for you. And I was asking different people and a lot of people were like, yeah, like the setting is good. Like it was like symmetrical background. Like it had shelves and on the shelves were like symmetrical pl- set me- like nicely placed like perfume bottles and like things like

5:04that. Like nicely placed on the shelves. Like pretty far back behind her, but you could still see it. And then one person chimed in was like, I don't know, it just doesn't feel relevant to me and I can't explain why. And I was like, boom. Like that matters. So not you don't have to assign some sort of specific like known element to that. If you don't know what it is, you just feel it doesn't feel relevant to you, that's the

5:28feeling. And it's so rare now that when we scroll Instagram or Facebook, we see anything that's not relevant to us. It's so rare. Um that like we're you're probably not even used to having to deal with that. Meta knows us so well and knows the content so well that you you're really only getting what's what's going to be relevant to you. So when this person was saying how they felt like that background wasn't relevant to them was a great example why some people are like, "Yeah, that makes sense to me. Like I would expect to see that." And she was like, "No, I I don't that I don't that doesn't

6:00relate to me. I would I would more rather see or more expect to see something that looks more like a loft apartment or like you know, like more vintage whatever shelves." And I was like, "Boom." Like we have we have the just a a casual difference there in relevance. And you know, it's just so different for all different types of people. Like think about any way you could think about how

6:23you differ from your closest friends. Like or the people that you work with. Like what about like think about the the genres of music or subgenres of music that you're into. That's what is basically the equivalent here, but in terms of just setting. It's like would I ever have like a bright pink colored wall in my home?

6:47No. Probably not. Would that be relevant to me if I saw it on you know, on someone else's? Maybe maybe it would be relevant to me somehow because it'd be interesting. But maybe it wouldn't be relevant to me because I'm like, "That's not I don't know. This person seems like a lunatic. I'm not interested." There's so much more nuance to that than just like, "Oh, do I like this? Is that what I would do what I would do?" It's so much more about that. Like so much of it is also subconscious. You'll just really

7:13never know. And the algorithm will know. So you know, we really we really went in deep here, but like just trying to think through where you're shooting it at and who does that matter to. So like are you shooting it in an office? Are you shooting it in a doctor's office? Are you shooting it in a school? Are you

7:34shooting it in a like airport lounge? Are you shooting it in in an airplane? Are you shooting in economy, premium economy, business class? All three of those matter differently to different people in different ways. Just because it's a shot in business class doesn't mean it's only relevant to people who fly in business class. That might be aspirational for people who fly in economy. It might be more relevant to

7:56people who fly in business class. There's all sorts of like ways to define relevance and it's all in this weird spectrum and our puny little brains can't compute it well or understand it well, but Meta's machine learning system certainly handles it better than we could. So, trying to make sense of it is like hard. The simple way to think about it is how do you make stuff that's relevant

8:22to the right people? So, it doesn't mean like if you're selling a supplement, you don't need to be in a like pile of pills, you know, or pile of powder like that is is the supplement. It's just like who are the consumers of the supplement, what do they want and expect to see, and how can we also like do that as broadly I I still think it's helpful to do it in the way that's as

8:43broadly relevant as possible. But there's also a world in which you're better off having 10 different videos with 10 different settings to be relevant to 10 different types of people. And I'm talking about setting. That's just setting. That's not talking about like relevance of like who is in the ad, what they look like, what they sound like, where they're from. There's so many variables about that that trigger relevance or irrelevance. And again, that whatever's in that first second uh really matters. One One related thing I'll say and I've said before and I love talking about is like I've always had this thought of like if you're going to show someone's face in

9:25the first second of a video, uh particularly of an ad, prominently, if they're just if it's just a face, if it's not someone you know or care about, then why why would anyone want to pay attention to that? So, like I used to say like I'll try and like cover the face like obfuscate in the first second with either like a gesture, a motion, with a text overlay, with captions, with something. I think that's changed now a little bit because I think um audiences are more warm to the fact that they're going to get strangers in

9:56their feed. But that used to be the case because people didn't want to see strangers in their feed. Like you go back a couple years ago, the only things you wanted to see in your Instagram feed or Facebook feed was your friends. And then, you know, it was friends and like celebrities. And then it was like friends, celebrities, and like other interesting like things that you might, you know, personalities you might know, influencers, whatever. And now it's just anything. Uh I think people are willing to see anything. So, I think my point about the the face thing has

10:25kind of gone away a little bit. Um but it's still if you if you're if your face isn't relevant to your audience, then maybe maybe I would say cover it up if that makes any sense. Yeah, I think that that's something that people sometimes misunderstand about ugly ads is that especially when you say to luxury brands like ugly ads are like, "Oh, I don't want to I don't want to do that." But so you know, you don't just have to shoot an ugly ad. It's it's not about the worst lighting or, you know, trying to make something as literally as ugly as possible. You can make an ugly

10:59ad for a luxury brand purely by what's in the background cuz you can, you know, I said the business class for the I mean, yeah, like you said, that someone who flies economy more often might find that aspirational, but even that shot in a really uh ugly manner on a on a iPhone 6, that will still going to appeal

11:19In business In business class in here? Yeah, yeah. That will still going to appeal to people who travel business class or aspire to travel business class just purely because of the frame and the setting that it's in. And because it's it's something you can't just it's hard to fake. Yeah. Um that's why I you know that's like the example I always like to use about like what what do I tell a you know luxury brand who like is like oh our brand is too precious for ugly ads, which fortunately now is less of a problem cuz it's become people are know like ugly ads is a thing. Uh I still

11:47don't think they really understand it, but like what I what I would say is like all right, what's what's what's more luxurious? A a you know a photo shoot done in a studio with nice lighting and nice cameras, or someone in a private jet holding you know shooting something with their phone. Like which of those things is actually more difficult and actually

12:07more you know premium? And so like that's that's where I'm kind of like you know in 2026 and beyond and even going back you know several years like that's that's where I'm like it doesn't really matter what you're shooting it on, what really matters is all the other stuff. The content itself, the story, uh who's telling it, how they're telling it, and where they're telling it. Those are the things that I think matter way more than ever than the actual camera setting you know

12:38camera that you're using. Um but there are ways to use cameras intelligently and phones intelligently and lighting intelligently to get those effects, but I think that it's it's a much lower bar and a very different bar than it would have used to be, especially for luxury. Yeah. Yeah, for sure. Um I guess on a more uh tactical level what I've been trying to drill into the team is you know on this point we have to be in our briefs especially in the hook super specific about the visual direction. Because you know there are a lot of creators out there like if you don't give them specific

13:21direction, they they will they won't get the shot that you're looking them to get. But even like you were saying like there's a huge difference between you, you know, uh starting the video then setting up the phone on the on the counter versus like putting it on a tripod versus, you know, having it uh like a a fish eye lens in the corner of the room. But, if you don't be super specific, you know, give uh inspiration uh or just be very specific, especially that first frame cuz it matters so much, you'll often find that creators won't get the shot. Oh man, that's such a weird There's such a weird dichotomy

13:49there of cuz you're right, like we need to be the specificity is so important, but at the same time, there's like this other side where it's like, let the creator cook. Like, where do we draw the line? So, the yeah, I know, like this is a weird thing um where I was I was recently working with like a a creator who has, you know, a big following and I was like, what at where is the line here of like what I should be giving them, what guidance I should be giving them versus like, I need to get out of this. I need to give them the freedom

14:23and the control to make their decisions and how do I like get maybe get both? That's kind of what I want is I want a little bit of A and a little bit of B. I want them to do it my way, what I'm seeing, what my vision is, and I want to do it their way. But, at least for me, like I, you know, I've seen, you know, billions of dollars worth of ads. Like, so my perspective on it, I think is is pretty sharp. But, the thing where I think it fails is not not in with us at AdCrate, I think there's a lot of

14:53people maybe watching this, people in brands, people at maybe different agencies where they think their perspective is is right. They think, like you just said, all right, well, Alex said we got to give them a lot of direction. So, then they're going to go give them a lot of direction, but it's not really

15:09getting it. Cuz if you don't really understand the modern aesthetic, if you don't really understand what the audience wants and expects to see, then you're going to be either giving out of date direction or information, or you're just otherwise going to potentially miss. So, there's this weird thing of like who has the expertise? Well, yeah. Well, yeah, but then the the

15:28creator could also miss. The creator you can give the best direction in the world and the creator can also miss. But you know what I'm saying? If you give the the the ability to the the creator to make the choice, the creator can also miss on that. Oh, 100%. So, it's like, you know, you got to kind of weigh out like how much expertise

15:42have you got? How good is the creator? And then it's just That's a crazy line. Like 100%. Yeah, both. Like you can give a creator a perfect a perfect, you know, beat by beat and you know, direction and they'll still it up. And the and the opposite can happen is like you can give them total freedom and they'll just completely miss any component, especially the hook. Like especially with things they don't That's This is my biggest problem with with working with creators and I think it's

16:08gotten better. But um if it's a creator who doesn't understand the problem and hasn't had the problem doesn't understand the solution, then it's just not going to it's not going to go well, unless they can quickly really understand and feel that problem themselves, it's not going to work well. That's That's my take. Yeah, I mean there's everyone's talking about like yappers or ramblers or

16:29whatever you want to want to call them. We need to talk about that. Yeah, I mean the the OG yapper is just just Me, you, me? Well, you yeah, you are the OG yapper, but but just someone who actually uses your product or actually has that pain point cuz they can yap authentically. They're Insert Insert here my 3-minute video of me talking about fried chicken chips. Just insert that here and then just let people watch that for 3 minutes and then come back. Um but like the I I it's crazy to me that the whole yapper thing is a thing now. I'm like, "Dude, I did

16:56that." And that was one take. That was one take unedited 3 minutes of just an ad. And like, yeah, that's a yapper ad. I wish I called them yapper ads back then. I don't know if anyone would ever But like it's crazy to me that like this is like, "Oh, yapper ads." I'm like,

17:12"Bro, I've been doing this for a while." Like I don't know. It aged well. What whatever you call them, just the idea of having people who actually can like relate to the pain point or the desired transformation, they will often times speak more authentically than any creator, any actor that you can pay that isn't feeling those same emotions. Yeah, I mean I don't I could not have done that if I didn't love that product, right? If I didn't truly enjoy it. Like when I talk about like, you know, if you you know, if I'm talking about perfect jean, right? Which I'm wearing right now. Like I love the perfect jean. Like

17:45Yeah. I genuinely wear them every day and it's I it I passionately have like you know, like the problem that it had it's the the that problem solved that sorry, the problem that that product solves I had and this solves it and I'm comfortable. So like I can passionately talk about that. It's just like like bidet's, like I can passionately talk about that. Like I love that. But like um it's there's a lot of creators who

18:10can't. There are some great actors who can do it if you team them up with the right script. So there's this there's these weird lines of like what is a creator versus what is an actor versus like what is like that you know, that someone who's kind of doing both and towing the line. And so yeah, it's a weird nuanced

18:28world. Um there is no great right answer. Like for people watching this I feel bad cuz they're going to be like, "Oh right, you know, Alex said like do this and Barry said do this." And I'm like, "Yes." But it's never going to be perfect. Like you're there's there's always going to be going to be exceptions to these things. There's going to be creators who are going to work with who are going to suck and they're going to ruin your perception of creators. There're going to be actors you're going to work with

18:51who are going to suck. Same thing. There're going to be actors you're going to work with who are going to be so good and nail it. They are going to ruin every other actor for you. Um we worked with someone like that in LA um who was incredible. Um and like I feel like actually I don't even know if any of her stuff really worked well. and I've never checked on the performance of it. But like she was

19:14such a talented actress Mhm. actor, I don't know. Uh that like everything I saw her do I was just like, "Oh my god, like it's believe like I believed it. It felt real. It felt true to it. And yeah, so that that was like it kind of made me critical of my own abilities, but also like other people I've worked with before I'm like, "Oh, this is there's a

19:36whole there's a gulf in class here." I don't If you remember we did a a podcast with Archit from Reach and we did hot takes. And one of Archit's takes is a good video. Go and check it out if you haven't already. Yeah, click on it here. We're here. We're there. I don't know. I'm actually not going to edit on just cuz you did

19:58that. I'm not going to edit on at all. Make them search, even better. Uh Archit had a take that I think has aged really well. It was that model selection is the most underrated part of the creation of an ad. Mhm. As aged really well I think cuz you know, as we're starting to do more of these, you know, less fully scripted for like full direction given some of these top creators more

20:24freedom. Mhm. Yeah, you know, like you said you can't have the best brief in the world, the best idea in the world if the person behind that camera cannot execute on it. In front of the camera. In front of the camera. If the person First of all, the person behind the camera can't execute it. Well, that's, you know, probably if you're doing it, you know, a complicated shot, uh if the person behind the camera

20:43No. No. Leave it in. Leave it in. Staying in. Yeah. If the person in front person inside the camera It's a really small person. There's a inside of every camera Inside of every camera is a really small person. You don't know this. You don't know this. But inside of each of these cameras is a

21:03very small person. They're doing a great job right now. They're doing a very good job right now. We really appreciate you. Thank you. But also the person in front of the camera, if they if they don't execute on it, then it doesn't matter. It doesn't matter how good the idea is. And and I think it's interesting how uh you know, we all go and spend 100 grand, 150

21:23grand, 200 grand on creative strategist. Uh you know, our strategy department, the performance department. I typically see in brands and you know, we've been guilty of ourselves. We're trying to address it um or have it done over the last 6 months of the the creative department or whoever's on like creative sourcing doesn't get anywhere near as as much budget as some of those other departments. We just think that's interesting. If we do believe that it's becoming more and more important to to to be able to recruit and keep the

21:51the top creators. Not a lot of budget goes there. Yeah. Yeah, it's like you you it's like you have to kind of almost be your own talent agency or creative talent agency internally. Um yeah, it's a it's a really weird time and world. And what what are my favorite things I actually like seeing brands do, by the way, is uh hire their own

22:08internal creators. Um the thing I don't like is when they do that and then don't let that creator do what they're good at. Um it's also weird thinking about that. I'm going to just sidetrack for a second. It's weird thinking about that like why a creator of certain scales would want to get in-house jobs or maybe they just do like you know, in-depth partnerships. I guess there's lots of

22:30ways that you can structure those deals. Like it's like you know, MK B MKDHD MKBHD Marques Brownlee Yep. Uh love, you know, him. He's you know, he's like the chief of chief brand of chief something officer, chief creative officer, I think of Ridge, right? Like I'm sure he's not like, you know, in their he's not in their office every day, but like he's doing a lot of work. I actually don't

22:53really even know what his position is. But whatever it is, he's doing stuff for them, making stuff with them. That's a good way to like get a creator who has a relevant audience, who it's not always about audience, about making the content, but who makes relevant content, really, uh for your for your product's audience. And I

23:11I always think about that partnership. That's a really smart one, where he both has a built-in audience and makes great content. Um but the value of an existing audience, I think, is changed now than it when it used to be, side note. Uh cuz I remember when people used to like look for like influencers with like, you know, hundreds of thousands of followers, and then they'd you know, want to get in there their content, but now it's not about that. It's about like who's the, you know, influencer with, you know, whatever it is, small, you know, followers, but like can make content that scales

23:41way beyond their followers. Um So, yeah, that's that's a just a it's a just a totally different game now. And then the the creators who can can make content that gets a lot of views is not always the same as the creators who can like actually sell something. So, there it's like all these different

24:02variables. None of it There's no exact science to it. I don't know. I don't know where to go. I don't know what to do. Help me. I don't know how to help you. So, where do we go from here? Yeah, you hire Head Crete and they do it for you. Yeah, exactly. Exactly. We always do this on our videos. We always like like we'll say there's like there's a gender of five or 10 things we want to go through and the first one we're going

24:24for like 30 minutes. Yeah. That's me in general. Cuz when you were cuz when I almost fell asleep when you were like, "All right, what what are what are the topics we should talk about?" I was like, "Yeah, you you we came up with a bunch." And it was like, "We're just going to just roll. Just roll." Like just The mistake I made was only

24:42Yeah. Um but regardless, I'll go into my first big mistake then. I think this is this is a you know, massive overgeneralization, but I think it goes into a very interesting discussion. I think there is an overreliance on AI and AI creative from a lot of brands. I think AI makes people extraordinary extraordinary mediocre. Um it in many cases just amplifies the skill of the person who is using it and there's a misconception that you know you can go and build these claw code workflows open claw. All the stuff that we're seeing things in manners that we can get on to in a second as well. And

25:23you know we we put this video out a couple weeks ago about then like Nana banana um you know 40 statics that you can make and and like great we are building workflows at like that ad creative where like you know client on boards and we can with claw code deliver them you know 200 statics within an hour. It's like

25:40great. We can we can do some test on that. But I think there's there's just a lot more nuance to it than that. Like if you are as you were saying before we started recording if you're starting out and you want to get you know some points on the board fantastic. I mean there's nothing better. There's no better time to be doing that than now. It's incredibly easy to just like start a new brand. You just have you don't have to pay for the photo shoots. You don't have to pay for the like copywriter. You don't have to pay for the like the creative strategist. It's

26:10just like 200 ads pretty much or four even 40 even five right? You just have a way better starting ground than any generation of marketer before you. So yeah it's nuts. Yeah. If you're starting out and then then there's like on the flip side there's bigger businesses where it's like you know you could spend a week of your time trying to build like the perfect claw code automation or you can try and find under served personas in your ad account and you know I mean we've seen so many times ad creative spoke about this on on the podcast with Harry last week where we would make

26:46uh you know ads that aren't visually that impressive but because of the nature of the fact that we are serving a new persona or coming at it from a new angle and that new angle resonates and it hasn't been tested inside of that account before, that goes on to do way better than any, you know, copying swipe file or just continue to do the stuff that was

27:04working. Um so I think you just need a lot of context with this stuff because I think now strategies are becoming almost reliant on AI and they're falling back and and we're not seeing as much uh creativity. I'm just trying to just Yeah. There's a weird line. There's a weird weird line there where well, you know, I think I want to argue you're part of the

27:27problem. You when you Maybe. Well, you know, it's not you, right? It's everyone like, you know, everyone on Twitter and LinkedIn is posting these like, here's oh, I you know, like here's uh things so you can go automate this and like, whatever and people just go take that and they just eat it and they just use it as is and they don't really think about it. I think that's that lack of thought or the, you know, there's there's like a laziness there. I don't know what it is or it's an old I think it's almost more of an old human overwhelm. It's like really hard for me

27:55to like like as I went and used those and I was like, some of these are good and some of these are just not relevant. Like I don't need these all 40 of these. I probably should have whittled these down before I like got involved in this. And I think it's just overwhelming. I don't have the time. I don't have the time. No one has the time to do any of these things. So I see and anytime I see this, I see it like thousands of people or hundreds of people comment like, you know, whatever the comment word is to

28:17get that free thing and like, great. That's awesome. But also I'm like, how many of these people actually go and use that thing? How many people actually get value from it? Is it five? Is it 50? Is it 500? I doubt it. So, I guess if anything, what it creates in me is like this shame or like fear. Uh I feel like I'm talking to my therapist. I feel like like there's like this shame or like

28:40fear that I'm like not doing enough. Mhm. Um or I'm not doing fast enough or I'm not doing, you know, and I think there are some people who are doing that AI stuff and it at scale and it's great, but I also like, what do we need 500 images for or whatever 100 images for? Like that's not what the audience going back to like it's not what the audience wants to be consuming. I don't know how many static images a person seeing in a given

29:08day. Certainly an amount certainly quantity I definitely get some, but like the ratio of amount of of like ads I see being able to be made with uh AI now versus the quantity that people can consume in a day is just like very disproportionate. So like that's where I'm like I'm like what is the yeah where

29:29what are we missing here? Um or like what you know, I guess it's just yeah, the thing that is exciting to marketers is not always the thing that matters and sells to actual consumers. I think is like the broad scale point I would say there. There's so many images it's just like so many images I get overwhelmed with it. There's like shame, there's fear, there's like dread of like what you know, what it what is the point of my job sometimes anymore in some ways or like some of our jobs or how much of this is going to be replaced. It's just kind of scary

30:00kind of scary time. Um I'm not too worried about myself, but I do worry about a lot of other people uh in the industry. I don't know if that's the route we want to take this uh video. Sorry uh to scare everyone. No, I'm I'm curious. I'm I'm curious why you think this goes um and like what the future Yeah. AI and creative looks like. Yeah, well I'm I'm interested to see how much human people adopt this stuff and don't. And I'm also interested to see how what the gap actually becomes between the people using this stuff the haves and have nots of this. Mhm. Um you know, like I've

30:36started tinkering more with Claude uh and Manis and um the you know, I find the more I do it, the better I get. Um and you know, that's a you know, nice virtuous cycle there. And then it you know, makes me happy that I'm doing this because I know lots of people that aren't playing with this stuff yet. Um like I'm working on rebuilding my own website right now

30:56without a designer, without a developer. To be fair, I that's how I built my existing website and it kind of it was fine. But like this one will be much nicer and I don't have to pay those people to do that. Maybe I still should. Right? I know, I I I I just redid the Adequate website. It's not gone live yet, but

31:14I can send it to you. It's insane. We paid a graphic a website designer 2 years ago like 8 grand and he's just gone spun up an even. Yeah. And it looks equally as good if not better. Oh yeah, the one I made excuse me, Claude made. Let me give credit where credit is due. Is one bajillion times better than the thing I made from a template. You know, that I pieced together and don't know design about. Um Yeah, it's a it's a weird time like but then again I'm like that's me. I'm a person with ADHD. I like doing things myself. I like getting in there. It's

31:48actually probably not good. Like probably actually I should go be focusing on literally anything else than doing that myself. So I would argue if I was really smart, I would actually be still going to an expert. But hope you know, like having them use those tools to go do that for me. So I don't have to think about it. But this is where it gets where it gets interesting because like I have a particular style that I want and I expect to see both in terms of like when I'm making ads. Like I have these like

32:20things in here. Or when I'm making like you know, my YouTube videos or making you know, my website. Like I have these style and aesthetic things that I like really don't like this the speed or the how long it takes for me to like give a piece of feedback see it get iterated and then get it back to me, and then I'm like, "Oh, no, I didn't mean that. It was this." And then

32:41like then it goes back into again. Versus with Claude, it's like, boom. Fixed. You know, or AI in general. Um So, it's a it's a weird time thinking about like the areas in which that's being replaced. Like the amount of image ads I can create now with Claude or uh or excuse me, yeah, well, with Claude

33:02with what I really mean is not a banana. Right? Um which by the time this comes out, who knows what new, you know, other video uh sorry, what other image generator will be using. It's nuts to me what I can make and how useful it is, and how I don't need a graphic designer. Yeah, I I think it's your point on um you know, what like what is going to happen to strategies. So, like what what you're still being paid for uh effectively. And I would argue that you would never like the true uh you would never actually be paid to make the ads in the first place. It was it

33:41was the judgment and taste on knowing what ads to make. Yeah. And I think that yes, making the ads itself is like the production side was obviously, you know, important, too. But we were seeing that become commoditized. But like I still think the most important thing and like the thing that you can't do with a Claude or a Manassas or any of these other tools is the thinking part. Like knowing Okay, you said earlier of these 40 statics maybe only 12 of them are relevant to you. How do you know How does an LLM know which 12? Mhm. Unless it's trained on uh your brain. It's trained on pattern

34:14recognition, which is which is all that like us advertisers are are we trying to do? We're trying to, you know, uh look up that, you know, internal Rolodex of every piece of content you've ever seen, every ad that you've ever seen, every ad account you've ever seen, and pull out references from different industries, from different experts in

34:31the space. Yeah. And say, "This is the idea I want to have. Uh go and execute on it." Mhm. Taylor Holiday made a good piece of content last week on on context engineering, and he said that he was on um like I think an advisory board on on a Manas call, and they like he asked the question, "Are you ever going to go into the thinking layer?" And like helping people understand like what best practices are and how to think about

34:57what the next move is. Mhm. And he said at least for the short time uh they don't have an interest in that. Like them and I think other you know, all these other tools, uh they're they're more than happy just waiting for you to tell them what to do and then being really good at going and do it doing it. Mhm. So, you say, "I want to make this ad." Manas, Claude, and all these they'll be very good at So, if you bring them the idea they go and make it, but I think that the value-add strategy for advertisers and and for people here and it's actually arguably more

35:27important than ever in in a feed of AI slop is knowing what to create and then giving those ideas to the LLMs. Yeah, for now. Right? I agree. I agree. I will be I'll be interested to see where that where that goes and what that you know, what I I think you know, I I really do think there's a world in which it's just going to you know, and make

35:50everyone do more and have to do more. Like cuz like here's the thing. If you have AI, you know, it's kind of an it's just an arms race, right? If you're using AI and you're making 100 dozens or hundreds of ads. Now, that you're a human and you're doing that. Now, that makes me also a human need to do that more. So, like you know, if we're two different brands competing basically, like if you're doing that, then I'll I'm going to be like, "Shit, now I got to do that." So, that doesn't decrease the human need, it just increases the output need. So, that's where there's like potential

36:24where it does not actually you know, scale down. If anything like there's there I you know I saw a study that's showing that there's more new businesses created than ever. So like maybe people are having more ownership over their own work. They're able to do more of their own little things. They're be able to be more niche and more specialized. And maybe those are all good things, especially as it relates to content because relevance, as we were saying before, is everything. So like Here's an important thing about relevance. To touch to tie what we're talking about now, maybe, back to what I

36:59was talking about before. If you think about like 20 years ago, 30 years ago, 40 years ago, 50 years ago, each of those the further back you go until TVs didn't exist. So think back to the dawn of television and then anywhere shortly thereafter. Like your the audience for your ads was massive, right? Like you were targeting you were sorry, you were talking to the entire country, if not the entire world,

37:24when you're advertising. Now and and like there would be moments, right, that were just like universal moments back then. Like whatever TV show was on, like that's what people were watching. And then that that's just diminished and diminished and diminished over time and now we're all in our own little pockets watching our own little things. There's very few massive channels. Like yeah, Mr. Beast is huge, right? But like there's not it's not like it's not as long form, usually. It's not as like generally watched by the total public. Like my my parents I don't think my parents know who Mr. Beast is. I should call them and

37:59ask them actually. Um I they certainly don't care. Um so you know, it's like now just people are getting into their weirder and weirder niches and I think that does create a world in which they're more and more human there's more and more human need for more and more of that content. So it'll it'll be an interesting race there. I don't know. I don't know if

38:21that relates. What do you think that means for the future of ugly ads? Well, I think I think ads are just going to keep getting uglier in a lot of ways. Um but they're also they also Yeah, ugly is such a weird weird way to think about it cuz like the it's become easier and cheaper than ever to produce

38:47higher quality things. Mhm. So, it's it's easier than ever for someone to buy a camera and a lens uh or use AI to simulate it or, you know, buy buy lights, you know, like it used to be prohibitively expensive. Now, you can go on Amazon and buy like pretty nice lighting, not just a shitty ring light, but like nice lighting and use that to light a scene and it's

39:10easy to like find out how to do that. Easy to use AI, use YouTube. There's so many things you can learn. So, it's kind of easier than ever for creators to be making stuff that is not is is less ugly. Um but there's still this weird need of like and there's always going to be this the cat and mouse game between what advertisers make and what creators and or regular non-creator users do and make to make stuff that signals that they're not like that they're not

39:46advertisers, that they're not marketers. And there's always going to be this weird cat and mouse thing. That's why you see so many uh I forget if we talked about this in our last one of our last ones where like so many creators hold microphones, right? Like, you know, there's a big difference between this versus like having it here versus like not not having a microphone in, you know, set up at all. Like using using one of these mics up here. Like very different aesthetic if we're just sitting here no mics or we're holding little tiny mics attached to some little thing. Like um you know, lavalier mics that are

40:17supposed to be worn on your shirt that you hold in your hand. That's so, you know, like that's a thing that like you know, no self-respecting big brand would ever do that. Except now they would do that because they know that that's the style and aesthetic that the audience wants to see. So now it's like how do you know, like how do now

40:37creators are trying to like avoid that. So they're trying to like find out. So I do think there's the things to think about about ugly is just like it's not about how do we make the thing it's always about how how do we not just make it aesthetically pleasing. It's how do we make it relevant? How do we dumb it down? How do we simplify it? How do we uglify it? To make it the way not that marketers want to shoot it, not that creatives want to shoot it, but the way that the actual audience expects it to look. That's what it means to make something ugly, especially in 2026 and

41:11beyond. Well, in the last 12 months at Great, we've we've been doing like a lot more in-person shoots for this reason and and trying to trying to create ads that it would be hard to replicate with AI. Right. Like having like multiple people in in a shot like trying something. Where they're not all doing it at the same time in the same way that like Yeah. Or just doing more like, you know, me gifting you this water bottle and getting your actual reaction. Like you

41:38we couldn't do that with AI or yeah. Right. Probably could, but it wouldn't come out as well. We should try Oh, we should try. Yeah. Just to get us take a screenshot of just this moment right here. Yeah. Alex Alex takes the water bottle and Put it to cling. Yeah, yeah, yeah. Yeah, we can do that. Um Yeah, and just inject like like parts of this just make parts of this interview just fully

41:58AI animated and see if anyone notices. Just like recreate Well, that's what you guys actually don't know. You've We're not even in New York right now. 10 minutes. Yeah, you're not even in New York right now. We're actually out to dinner right now. That's good. Yeah, but like just the idea um of trying to create I think this is what you said. AI slop, we've made a ton of those like AI animation ads recently that that are doing well, but like at the same time I'm very bullish on trying to make ads that AI can't recreate

42:27uh until AI gets the point where it can. Yeah, that's the race. That's the fun cat and mouse race that we're like in and about to be in. Um yeah, I'm very I'm very excited about that cuz I'm on both sides of that. I love making thinking about like how do we shoot this in a way that AI couldn't or wouldn't or like it would be very hard to replicate or impossible. And I also I'm like on the other side of it, I'm trying to make stuff with AI to look real. So, I'm I'm like I'm like kind of fighting against myself on both I'm trying to fight both fronts of that

42:59cuz I want to I want to be on that that cutting edge of both of those. I want to be able to make what's best for both of those. Not because just for me, but because I I think that's where I need to be for my audience and I need to be able to make a bunch of stuff with AI that makes sense and resonates and relates and makes stuff with real believable humans that does the same and try and find the spots

43:22that both of those make sense. Do you think it will get to the point where it's completely indistinguishable for any type of ad? Cuz you know, right now it can you know, I can hold my I can I can sit here and talk about this phone and in from a lot of the models you you

43:39can't tell. But like you know, let's say there's ev- everyone here is is trying you know, the a piece of popcorn and we're all given like our genuine reactions. Do you think it will get to the point where you literally cannot tell the difference? Leg- legislation aside. A- and then if that is the case will we get to point where there are uh no humans involved in the

44:05production part of the process? It'll be I mean, I do think we'll there will be a point where we will be able It'll be possible for it all to be made in that in that way. I will wonder if it'll be cheaper or easier than actually having the humans having the humans do it. Um But yeah, I'll be very I'm very eager to see where the intersection of like AI create cuz right now we're at that stage where like AI can make really good

44:31images. Like as of today like you you know, if you were this was 6 months ago, a year ago, like going further and further back, we would have said, "No." Today Now I'm going to now I can do pretty much anything I would need it to do in an image, right? In terms of both like making a shooting a photo of something or making the actual graphic design of

44:55something. It's pretty much toast. It's not there yet with video, but that's coming. The question then is and this is what I actually think about. So, we're at at the stage about images. We're going to be at that stage about video soon. Where are we going to be about like 3D composing videos? So, literally imagine this entire place we're in right now was just mapped in 3D in like the Unreal Engine or whatever, you know, whatever it is where video games are made and can just be plotted and mapped and directed via a prompt. Mhm. Of a non-specific prompt, like one shot, or a very hyper-specific prompt calling out

45:33exactly where everything goes and everything moves. Will Will anyone want to do that? I don't know. Like like would it you know like if it'd be very interesting to see could we just out more podcast stuff like this when you're in South Africa and I'm in New York and like we we have this model of what we look like in this space or we pick a pick a a nicer space. No

45:57offense. We pick a get, know, a you know, a a bigger space, a smaller space, you know, whatever it is. Like the my foot was not meant to be a dig on this place. I I love shooting here. We've shot here multiple times. It's very nice. We like it. Um You're an absolute menace in the pool on

46:14the camera. Yeah. So, but like you know what I'm saying, like we can just literally swap this. I mean, like literally we can just swap this background right now. I'm sure like, right? Editors do it. Like if they didn't, then We're now in Cape Town. They're fired. Right? Yeah. On the beach. Um man, that'd be so cool if they the change that. Um But like you know, I I don't know if if there'll be still tells about that that people will care about, that they'll notice or not. So, it's that, you know, there's an uncanny uncanny valley aspect of this um that we might

46:47fall into and but eventually we won't. I'm we're out of the uncanny valley in terms of images. Like Oh, yeah. Way out of it. We're done. Yeah. Uh I And video. A lot of video. I I saw I heard from one of our creatives the other day um who who's like asked me like, "Did you guys ask me for some for for some static images?" I was like, "No, there's no way we would ask ask you to shoot static images." There's nothing that we can't get ourselves now. Turns out that like it was like uh it was a mistake and it was actually a video. Oh. But like, you

47:17know, there is there is no reason to get anyone to shoot images. Literally everything everything you want, you can make. The only thing, I mean, we're I mean, I think we're one version of nano banana or whatever it is away from like perfection. Like every time I make something of like a bottle, like it gets like like the couple letters wrong. Like it'll turn that A into like a, you know,

47:39V like an upside down V for some reason. Like I don't know if you run into that a lot. I still get like Um not on two. Yeah, I'm still getting that on two. Yeah. Like when I have tons of words on there, maybe maybe I need some help. Honestly. I don't know. I I found that pro did that a lot. Yeah, maybe we're version away, but like on two, I've I've almost got zero errors. Yeah, I'm I'm with you almost. Yeah, but the problem is I have to keep still have to QA it and then I have now I'm having QA AI QA it cuz I'm

48:04like, this is a waste of my time. So just have me find it and it's faster and better than I am at it anyway. Um so my point was just like, yeah, we're but we're overall out of that uncanny valley. It's we're there or we're about to be there. Um but like, you know, I can for months now I can make a real human-looking

48:22person doing pretty much anything. In any setting. Game over. Mhm. But still there's no there's still a use for real humans. We're still here. For now. Yeah, right, for now. Yeah. What's your next mistake? Uh let's do these other ones fast. Um hit rate. I got I can't stand the every time I hear anytime I hear someone talk about

48:46hit rate. Yeah, I hear you. Preach it. Quiet. I I know. Um it like drives me insane so much so that I I made my own like actual YouTube video about it. Uh shout out my own YouTube channel. Uh that's probably going to go live today that we're recording this, not the day that So hopefully by the time you're watching this, that video will already be out. Um because I absolutely cannot stand every conversation I hear about hit rate. And also like uh Motion in their like 2026 creative trends or creative something report actually did a really good analysis of why and how hit rate doesn't matter. Hit rate for anyone

49:21who doesn't know is uh the percent of ads that you make that are winners. When it's Winners. Yeah, like there is no uniform defined definition of what a winner is. And you ask anyone who cares about hit rate and they all have different definitions of hit rate. It's like, oh, it's spends this much of the account. It spends this much. Whereas, oh, it's been spending for this amount of time. It's all it's all baloney. The whole video I made talks about it, but like literally no one who's thinking about hit rate really understands scale, scope, relevance, the cost of things. They They're not fully

49:59understanding the big picture. They They're understanding like a sliver of the actual whole picture of what really matters. Right. And like let's say let's say you have to find what a winner is. Mhm. Uh is that going to change in in in Q4? Right. Is that going to change at a Father's Day? Like throughout the year. So then it's like Okay, now we're comparing you know, if the if you made uh you know, the same ad it might be defined as a as a winner in

50:27October and and a loser in in March. Yeah. Or it might just pop off, spend a load of money, and then die. Right? Like I and I think AdGrate like we want to make ads that last for a long time. Like cuz it's possible. There's, you know, ads you can make that like catch a trend right now, that a micro trend, and it's like cool, it pops off, and it's dies like the trend dies. Or you look at, you know, how do we make something that is evergreen, scalable,

50:57permanent, and can work for a long time. Those are two different values, and there's two different ways to define those as winners, and you can't like develop a hit rate methodology on that because it should always be changing anyway. Like your winners die eventually. And your some winners last for longer, some So like I don't know like what that means, but it's the only time I feel like I see it being used is by people who like are trying to sell

51:24that their hit rate is really good. But if your hit rate is really good, that means you're not trying enough things. Right. It Yeah. You're not incentivizing the right things. You're You're actually punishing someone who's make like doing a lot of volume. Or Or even if you are doing a lot of volume, maybe you're just doing a lot of the

51:40same volume. Great. Another winner. Or my favorite thing is that of who talk about like a winner is like something that takes up X percent of the account and I'm like that doesn't make sense. You can't You're setting a set of rules that means you're going to have a bad hit rate no matter what you do because you can't have 50 ads that get 10% of your ad account spend. You can't do that. Doesn't physically is not possible. That would be 500%

52:07right? Um or 500 yeah, whatever it is. It doesn't matter. I'm not doing math right now. Um it would be more ads than there are and but you need many ads. This is not a time where you need one winning ad or five winning ads. You need dozens of ads. Tens Sorry, dozens if not hundreds of ads all working all being relevant to different users in different ways and different times. And that all that diversity that mix that quantity that that breadth breadth-ed breadth-th I love that word. Breadth-th breadth uh of ads is what really matters. Um

52:41you can't just have five ads. I think it's just a a metric that like it feels good to know that. Like as a as a as a marketer it's like you you you feel like you're on top of things if you if you know what your hit rate is. I guess. I guess to play devil's advocate, what about the people who will use hit rate to you know benchmark you know different team members against each other or Mhm. you know they will look at you know comparatively over time how someone is doing based on a a

53:11fixed hit rate metric. Yeah, I think it's a great question. It's a great way to think about it and someone's thinking about like well we need data, right? To compare. What I would say to you back is A, what's a better metric you could look at and I would say just spend. What who's making the ads that have spent more, right? And there's probably some correlation there between like people who have a higher hit rate and people who have ads that have spent more cumulatively, but like that's not a good incentive. So like I don't want my team members trying to make fewer ads. But maybe I do. Maybe there's a world in

53:42which I'm saying to one of my team members, "Hey, I need you to work on this ad for a month. It's a It's a mega ad, like a crazy ad. It's 7 minutes long, and every word needs to be absolutely right. Every Every freakin' frame has to be nailed, right? I want you to put a ton of time and dedication to that. And that's going to have 100% hit rate, maybe. Maybe, right? On the other hand, like someone else who's maybe on the other side of that would be like, "I just want to make a ton of ads, because I might have more chances to

54:17win." Right? But if we're optimizing for hit rate, then it's hard to like neither of those are necessarily what actually matters. You What really matters is getting the most possible spend on the account. So, one ad that might be relevant to one pocket of users is not as impactful as 100 ads that are potentially relevant and impactful to dozens, if not hundreds, of users. So, like there It's not just about getting hits, whatever a hit is. There's other ways to judge ads, and you kind of want lots of like mini hits now, too. That's the other problem I have with hit rate, is you don't just want hits. I want those

54:56big those big kahuna spenders, for sure. But like that's not all that works. You need lots of other little ads that are doing lots of for you, also. And I don't think people that are thinking about hit rate understand any of that nuance. Mhm. Mhm. You touched on a point there that I think goes on to one of your other things that you listed down as a big mistake about just understanding of the the key metrics inside the ad account. I think a lot of people will benchmark off of uh you know, ROAS, CPA, right? All these All these other metrics in the ad account. And And I

55:30think this is something that you've always been consistent on and has aged very well. Uh well, I may be biased, but in my opinion, um about just spend being the most important metric to to go by as an indicator performance. Yeah. I mean, it's not I I always have to caveat, it's never 100% perfect, but especially when your account has tons of data, and the system's doing, you know, really good job, and you're you can trust you should be able to trust it a good amount more. It gets it wrong sometimes, but overall, like lately, very infrequently do I see it get it wrong. Um spend is is the most valuable indicator

56:05when you're actually optimized. When your media buying is solid and you're optimizing for your actual goal, like whatever you're optimizing for in Meta, mirrors what's actually happening or aligns or is a good proxy to what's happening outside of the ad account, the better that those things line up, the better you can trust the system, the better you can trust just the amount of spend is what's the thing because Meta is not trying to get you the lowest cost

56:32per purchase per ad. It doesn't care. It's not trying to get you the highest It's not trying to get you the highest ROAS per ad. It's trying to get you the highest ROAS or lowest CPA for your amount of spend, for your entire ad set, or if you're using CBO for your entire campaign. You can't see that or understand that because of the breakdown effect, which is a video I need to I need to need to make the definitive video on the

56:53breakdown effect. You do. You need to end the conversation once and for all. Yeah, yeah. Dara Denney did a great video on it 4 years ago, and I'm going to go like take that, copy it, and like do it for 2026 with my little spin on it. Someone hold me to that. If I If this isn't If that's not out in a month from now, someone come

57:10send me a message. Give people who uh you know, are going to watch that video, but want like What's the TLDR? They need to know. The TLDR is um it's kind of twofold. One is that the There's a very big difference between the ad that someone clicks before they buy and the ad that got them into the funnel in the first place to consider

57:29buying. If there is one, right? Sometimes other other factors might get people into the funnel. Um but the ad that just gets someone over the line isn't always the ad that actually got them there. That's part one. Part two of breakdown effect is that the system is spending money. It's It's predicting where to spend money so that it can get you the most of your desired results

57:54for your money. And it's not trying to do that at an ad level. It's trying to do that the highest level that it can that it you're giving it budget to. So if you set a budget at the ad set level and you give it 50 ads, it's going to spend on those ads in the way that it thinks it will get you the most conversions overall. So even though you might have an ad with a five row as an ad with with two rows, the ad with the five rows Meta is basically saying, if it has less spend, Meta is basically saying it doesn't predict that spending more on that ad

58:23will generate more incremental sales or any more sales than spending more on this other ad. Which you just can't know because you can't know if that ad works because it was top of funnel, middle funnel, bottom funnel. You don't know what if it went to warmer users or colder users. You don't you we we we can't know any of those things well, but the the system does. Meta knows. So

58:44that's what it's optimizing for. And our little tiny human puny brains can't comprehend that and we also even if we could maybe we could, we're not being given that data. And that's that's the breakdown effect is that lack of data. Yeah. I try to make crazy cuz we see this like still in in 2026 uh way more often than we should, but like a client uh going and turn off the the top spending ad because it's not hitting

59:11uh benchmarks. Yeah. And And then inevitably uh having to scale down Mhm. um in the preceding period because they turn off the top performing ad. Yeah. Um so what would you what would you say to someone who you know, maybe KPI'd Mhm. by uh you know, a manager towards you know, certain metrics on ads and and is does have pressure on them to to to meet those certain benchmarks and feels like, "Oh, this ad is is significantly under

59:44our target." Um and feel that they should turn it off. Send them this video. Send them video I'm going to make. Yeah. On brand and effect soon. Send them any of the tweets that I've posted about it. Send them Uh there's so many things. It's just like such a hard fight to to fight because like so few people want to take the time to understand these things, especially like, you know, if you're like the media buyer, then your head of growth might want to understand it, but your CMO might not. Your CEO definitely doesn't have the time to understand. If you're like at that kind of scale

1:00:15business, not everyone has the time to like understand and compute and learn these things. So like that's one of my like biggest pet peeves about all this whole industry is like how much people at the top want to get involved, especially in marketing, because they like feel like they understand it. But there's like things like that that seem so obvious. It's like, "Oh, if this ad is not hitting our CPA, I'll turn it off, you idiot, right?" And that's the problem with this. It's always like someone being like, "Uh I'm smart. I see that that ad doesn't

1:00:44perform. I'll turn it off, you idiot. I'm smarter than you." And like that's just not right. Uh it's just not what needs to be done and there's no way there's no good way Meta can communicate that. I mean, I really hope Meta does find a better way to build that. Meta, please go find a way to aside from just expending the most on in the platform, have a way to signal the users, "No, please don't turn this ad off." Because like I think they do they do have that. They There are literally times where you turn off an ad and it'll try to tell you not to. And I

1:01:14I think a lot of people laugh at that and I even laugh at that. I think that's hilarious. But I think it needs to be before that. Well before I've made the decision that or a media buyer's made the decision to turn an ad off, they need to be like have a flag like, "Hey, this is ad is working because it is scalable and we this we the system understand that." But right now media buyers, marketers, heads of growth, CMOs, CEOs, they don't they don't understand that unless they watch this video and actually understand what I'm saying, which is is hard. Uh then it's there's no way they can really

1:01:47understand that and just think about the number of people that are going to watch this video. I'm going to guess 2,500. Uh in, you know, a couple months. Like the number of marketers that aren't watching this who are, you know, bottom shelf dog marketers. If they're not If you're not watching this video, you're dog marketer.

1:02:04you doing? Yeah. But um But like that's the thing is like most people aren't they're not they don't have If someone's watching this right now, they have an appetite for this. They have an appetite for improving themselves and learning and growing and improve and and doing all this hard work. Most marketers, most just people don't they're not that hungry. They don't care that much. So they're not going to try and learn about the breakdown effect. They're just going to do whatever they can to just like satisfy their boss, do the thing that's obvious, turn off the ad. And that's

1:02:33what we're up against. Uh yeah. So Meta either have to build that into the platform or or put 100 grand behind your YouTube video to make sure that every marketer or enough marketers see it. Oh, that's that'd be so What's so annoying to me is that I would get nothing from that. I get I get something from that, I guess, but like If you pitch Yeah, I guess. Yeah, yeah, true. Yeah, I'll make sure I will do that. Yeah, good call. Yeah. And then just pitch Meta on putting ads spend behind it. And you'll get you'll get less uh marketers turning off ads in the

1:03:02platform. True. But I mean, it goes back to what you said before. Like sometimes the best thing to do in the ad account is diddly squat. Yeah. Oh, yeah. I do that's Yeah, like the the the hardest thing about being a media buyer is knowing when to not do something or like not even knowing when. It's like being able to say like, "Hey, everything's This is bad. This is bad. This is bad." Or you like getting that heat from the client or getting that heat from your boss or your C- CMO, CEO, or whatever and being able to say like, "Hey, yeah, this is bad. But like we can't make

1:03:36changes to this because like this isn't the problem. Something else is going on. Something on the uh something, you know, externally in the world is going on. There's a war going on, you know, something changed on the website is going on uh you know, maybe a perfect way to talk about you'll you'll love it. Um but like that's the kind of stuff that all matters and it's rarely the media buying is the problem that like causes sudden change in performance. It is the problem sometimes when someone did change the did change what was happening with the media buying. That can be a problem uh and that's almost always what happens. I

1:04:10literally had a uh um former like consulting client reach out recently with a problem in via email and they wanted to book a consulting call and I literally responded to them like, "Hey, check if it's in your account if it was this or if something if something uh changed in the account or something

1:04:27changed to the website in this period. And if so, like that's probably your problem right there. Go deal with it. If not, book a call with me and I'll help you find it." And they responded like, "Oh, it was both." Yeah. And we didn't have to book a call. I was like, "Oh, saved you 1,200 bucks, you

1:04:39know?" Yep. Just something little things like that. Um but you you brought up a good uh a a good point and we can we can go on to talk about what you've been building now because this is literally a freaking uh situation that happened with one of our clients the other day with uh with a change being made on their website that they didn't know about leading to a degradation performance. And they're like, "Oh, what's going on, guys? Like is it we need better ads? Is the media buying or like no, it's a change on the

1:05:06website." well, no, I he's he was asking us and I texted him back, "What change on the website?" I was like, "What you changed on the site? I didn't go to the site. I didn't look. Uh I just asked him like, all right, what changed? Figuring he's a CEO, it's a small company, like three people, maybe three people. I was like,

1:05:21he would know. Um or at least he would hear me ask that and be like, okay, let me go check the website. Make sure it hasn't changed. Uh he said, "Nothing, man, nothing." And I was like, "Okay, cool." And I go into my tool where I've already been tracking his website, and I can literally see that there was a change, and I can see what the change was, and it was significant. Like they literally it was and I sent it I sent him a screenshot of it, and was like, "Oh, yeah, there was no changes? Like what's this?" And he's like, "Oh my god." And he was like, "I'm

1:05:50going to kill my developer." Cuz they they accidentally pushed out a change that wasn't scheduled to go live yet. Uh and wasn't wasn't told about it, didn't know about it, and like found out about it through me. Um because I literally built a tool for this scenario where you uh Someone literally uh someone in a podcast or something like this asked me

1:06:13like, "How do What makes you different? What's something I do that no other media buyer does?" And I was like, "Well, I get screenshots every day of all the pages that matter to me in the business that I'm running ads for." And, you know, after I thought about that for a while, I was like, that is such a pain. Like building even with AI, building automations for it, building the systems for it, it's just still for someone to go set that up, it's really annoying. So, I decided, because I know this problem so well, I know this audience so well, and I know um you know, my audience,

1:06:44I was like, let me go build this. And I've been for a few months now been working on like the ultimate tool to make sure that you know A, when a website change happens that matters to your business, it matters to your ads, and B, gives you an ability to look back and match up your ad performance or business performance, Shopify, GA, whatever, and compare that to what the site looked like back then. Some people will be like, I don't need that very much. I don't change enough. Well, to that I would say change your site more, fix your site more. To anyone else I'd be like who would be like, I don't need

1:07:17that I'd be like, yeah. Well, if you can't tell me what your site looked like on February 13th, like just an arbitrary day, and relate that to the a performance change that happened that day when I'm looking back at it, if you can't tell me that, then you're missing something. So often, it's just so common that media buyers are like, oh, you know, they're asked they're either asked why is performance bad today or they're having to explain they're like, oh, I don't know. The algorithm doesn't like us today. Or they're like, oh, or or when performance is good, anytime performance is good a

1:07:47media buyer is like, yeah. That's me. That's us. Me ads, you know, like and it's almost always like something is going on in the world, and it's not always even on your own website. It could be so it could be a landing page change. Sorry. Could be a landing page change, could be the homepage, could be the product page, or could be maybe your Google organic search results changed. Maybe your paid organic sorry,

1:08:11your paid Google search results changed. Maybe you got a new review on Reddit, and then that is what people are Googling when they Google your brand reviews, and that's now the first thing that's coming up is some new terrible review or some new glowing review. And if you don't you don't know that, you have no way, but you're just going to either celebrate or have a pity party because of it, and those things affect your business significantly. Yeah, and and why I I love this is because before you built this, I've literally seen you doing this process manually. I've been in your office when you've been on calls

1:08:45with clients who have you say, Barry, what the what the heck is going on with performance today? And then you have to go deep deep and spend an hour or two hours looking at website changes or reviews or just so many things outside the ad account uh that can have a massive impact on performance. So like what you're doing here is is you are empowering media buyers and growth marketers to just have

1:09:07more context. right? And yeah, and everyone to have have more context about performance. Yeah. Exactly. I mean, by the way, it's not like I was the first person to develop the idea of like screenshotting websites. Like obviously the Wayback Machine exists, and I've used it many times to solve these problems. Mhm. But it's not comprehensive. It doesn't have every page. It doesn't have all your landing pages. It doesn't have

1:09:28everything. It's very infrequent, too. You probably might your landing pages might have only been captured once or twice in the last year. Or your homepage might have only been captured a couple times. So, I wanted a way to like solve for that, have more frequent, which you can also do with other tools. There's plenty of other screenshotting websites, screenshotting tools out there, but they all are a huge pain in the ass. And I know because I've tried all of them because I didn't want to have to I did not want to have to build this. So, uh I just couldn't find a way that I could like easily say to you, "Hey,

1:10:00here's what we do for all of our clients now at AdCray. Or go to a new go to any client that I work with and say, 'Hey, like just go do this.' Because I'd be giving them a huge homework assignment, which sucks. I'd be like, "Here, you have to go set this up, set up this automation, upload this list, do all these things, set all these settings manually." I built it so that you literally don't have to think about it. It takes care of you. And soon, uh it will like it will be hooked in with your Shopify analytics, GA4, Meta Ads, so that it literally can help you

1:10:31like just figure it all out for you. And you won't even have to think about it. You'll just get like a notification like, "Hey, performance is bad. Maybe it relates to this change on the website or this change in Google search results or this change on your Amazon page as it relates to it." So, it's about understanding the bigger picture of your business, which is where I've made my name in the last few years in doing this. Like that's where I add the most value is looking at the bigger picture. As a media buyer, a long time media buyer, um almost 20 years now of doing this,

1:11:03to someone who's become a, you know, expert creative, someone who's also doing CRO, the thing I know more and more to be true is it's not just any one thing, it's all of it together. So, understanding how all these things relate outside of your business and inside of your business and capturing that, understanding that, and monitoring that is so valuable and important and it's the biggest blind spot I think all these businesses have. Um cuz almost every time, almost every time I get brought into something, I'm like, what changed, right? And I can go look at the ad account, I can go see the ad account

1:11:38history, I can see what changed, I'm like, there it is. But I can't go do that easily for their website. I can't go do that easily and figure out their price change, you know, over time. I can't figure out what uh you know, what little things they've been testing and changing. Cuz it's never

1:11:53it's never that simple. And um that's why, you know, I built this incredible thing. I I hope you're, you know, everyone's going to use it. Go check it out. Uh at the time of this recording, it's literally not live or in public, it's like it's still on the waitlist. So, my hope is that by the time this goes live, someone watching this can go pay for it, but it might not be live yet. It might still be in beta. Is it your last say the name of it? Of course. Yeah, yeah,

1:12:17yeah. I'll be the best part. think you'll love it uh because it's called you'll love it. Ah! You'll love it. You'll love it. You'll love.it. I love that. Yeah. Yeah. So, we're we're having some fun with it, um but it's really meant It's something it's I've been having a blast building it. And I I'm like very excited for people to like use it and find it super valuable. Yeah, I'm bummed. Yeah, I mean, same thing with e-commerce brands, like our best clients are the ones who uh built the product out of a personal need. Right. Like you

1:12:49you were literally doing this manually. Yeah. Yeah. For a long time. And like having human QA catching things. So, I was like, all right, how do I just get AI to QA to catch these changes? Cuz if the page is working today, then I know it's working today. I just need to know what changed, right?

1:13:04Now I know did something break? Maybe. Yeah, I'll put the link in the description. Um if it's able to be signed up to by then. There's a at the very least a waitlist. A waitlist. Join the waitlist or go and try it. Um it's a great tool and would highly recommend it. We're going to use it for all our brands at AdCreatr. So, my next mistake that I see a lot of brands making is relying too much on one or two sources

1:13:32of ad creative. Yeah. And you know, this is kind of anecdotal from what we've seen at AdCreatr, but I I've also seen a lot of people tweet about this recently as well. Uh all of our or not all of our like a a lot of our most successful clients, you know, look at their ad accounts and they are getting uh they're not just uh relying on AdCreatr. They're using other creative agencies. They're they're working with freelancers or consultants. They've got a an internal team they've built uh making ads as well. And I think there's definitely something to be said for the idea of just having people who have like

1:14:02a lot of different people who have their own take Mhm. on what great ads are and their own ideas that they're bringing into the uh like to the ad account. And you can achieve volume and diversity without running your internal team into the ground who are producing these ads they think are different, but they're all kind of they're different but in the same way cuz they're made by the same people. You

1:14:25have ad creative Cuz there's one lens. There's there's one lens. Exactly. But if you've got multiple lenses, uh you can have all those different takes from people without anyone being so stretched they feel like they have to just produce volume for the sake of volume. Yeah. I actually do think AdCreatr does a good job of having multiple lenses

1:14:38that like through which we make things. Like I I certainly don't think it's a single perspective. But I think when I do look at brands that are doing it solo, cuz I don't know I don't know if I I I advocate as much for like five. Like I think it's it's overwhelming. But I do think the problem is the brands that are only working with one uh internal team or multiple internal teams. That's a

1:14:59separate problem. Because they have one locked perspective. They have one set of logic or rules. I remember in this room I addressed I talked to the uh founder of Tushy. He was sitting right there, I think. And I told and I told him that like the I think I told him the reason why I started working with them I reached out and said like dude, do you guys have the word Tushy in the top of every single ad that you run at the time. I was like you can't do that. Like we need to you need some you need to remove that rule so that it

1:15:29allows for other types of creative. Right? That's like a imposed rule that no one's challenging. No one's incentivized to challenge. That's what happens Stuff like that is what happens in smaller and weirder ways. You get these learnings internally. Um and then what you really want is like someone to challenge that. So you want an agency. That's what I think AdCrit is like best when we have uh a client who has just one internal team and then they want to you know get some diversity. They bring in AdCrit to just offer that kind of like just a different

1:16:00perspective, different experience. Because if you are one brand, you cannot have you cannot see in other accounts. You can't know what's going on. Mhm. Versus like someone who like myself or someone like the AdCrit team who is in multiple accounts learning stuff, trying stuff, failing way more than you in way different ways in way different things. There's just so many more things to be learned from that um that can be applied

1:16:24that it just adds so much value. And same goes if you're like have only one agency. If you're a brand and you don't have an internal creative team and you only have one agency that's responsible for all of it. Yeah, I would tell you also like consider AdCrit or consider building an own your own internal team. Like get something to challenge Just whatever that is just a challenge it. Just to like have different perspectives and try not to force them both to be playing by the same exact um like aesthetics or you know, exact guidance. There's got to be some leeway there. Yeah, let them cook. Let them

1:16:56cook, for sure. Yeah. Um I don't think there's too much else I have to say to that. I said it all and you I left nothing for you. Classic me. Nothing else to say on that other than just yeah, it's just been a commonality in a lot of our clients who have scaled and actually we've seen quite a few of them who have told us we're taking this all in-house, eventually then realized that they come back. They they want to have some more diversity. They want to have different perspectives and then they come back come back and work with

1:17:25us and they choose us. a whole bigger conversation we could do a whole podcast on. It was just like the how many times we see those brands that are like get to a set point of scale and they're like, "Oh, this you know, let's cut let's We got to cut costs. We got to cut costs." And then we see them suffer because they're cutting costs in places where they they're they're not cost centers, they're profit centers. So, uh the creative is generally one of those. So, yeah. I think that's that's where we've seen hilariously when brands come back to us and they want to work with us again. I love that. In Germany

1:17:55happens a lot more when uh there are few if any other teams in their account outside the internal team. But it's also it's also like there's so many other people that like pitch the same the same services for cheaper. And I'm like Okay. Go for it. it. Yeah, yeah. We had one of those last week. Yeah. They they they left 4 months ago and they went cheaper and they're now come back. And that's fine. And you know, like we're we do incredible work. There's sometimes where we you know, there's there's sometimes we get beat for sure, but like we learn and we improve and we keep going. But it's

1:18:33it's pretty it's pretty comical to me how many brands are like they just try and say like, oh yeah, we can do that. And the sorry so many agencies that are like, oh yeah, we can do that. I'm like, Nah, you can't. You really can't. But you can try and you should. Um but the agencies get pitched on that. And like I'm sorry, the brands the brands get pitched by these agencies on that. And uh a lot of agencies have really really really really impressive sales teams um that are just out there to sow doubt about us. Well, well, it goes back to what we were saying earlier. Especially

1:19:09with production becoming commoditized, in in for a lot of ads, you actually can go and make it yourself. Like you could go and make the the one-to-one version of the ad yourself. But like can you replicate the the system or the the judgment and taste of being able to get to that point in the first place. So if you want to go and make another one of those ads that isn't isn't a one-to-one

1:19:30recreation, like how do you get that? Because that's what you're really paying for. You're not paying for the actual production itself itself. Cuz a lot of ads that we make that go on to win the account, like especially if it's if it's a static, yeah, you can go and make that on an iPhone by yourself. Of course you can. But it's not that's not what you're paid for. You pay the top people, uh you pay the top agencies, you pay the top creative strategists for their judgment, their taste, and you know, their ability to pattern recognize that they can keep

1:19:55on making more. the next one and the next one and the next one because it's not about that one. It's never about that one. It is about that one in that like that's great, but it's about okay, we got that one. Now how do we get to the how do we get the next one and the next one and

1:20:07the next one? And yeah, that's I think there's a lot of people that are just like, oh, thanks for that one. And they think that that's it. And that's like that's good for a period, but it's not how you like build a business. It's not how you keep growing consistently, which is the goal of most of these these businesses. Keep

1:20:24growing them. Keep scaling. So, yeah. Yeah, I agree. Um couple of recent updates in the media buying world. I saw there was a lot on Twitter yesterday about the click attribution change. We're talking about this before the pod. Yeah, yeah, yeah. Um explain to people who haven't seen this what's happened. Yeah, so basically um up until now um if you're looking at click attributed ad performance in Meta what that means is that like you say we're talking about one-day click attribution or seven-day click attribution, what that means is that until now in order for an ad to count a conversion someone would have had to have clicked

1:21:11on an ad any part of an ad, the comment section, the pause button, anything about that ad, someone clicked on it, then they can be eligible to be considered a conversion if they convert one day or seven days after that click. So why how could that be a conversion you desk you might ask is like okay well if Meta knows that you're already in market, Meta knows that you have a you know you're looking at other brands for something it might just serve a clicky ad or ad or an ad with tons of comments on it that you're going to like inevitably click to read the comments

1:21:47on, but it might not change your intent. Might not change your actual likeliness to buy and Meta can do that. It does that with with view attribution. So it's been doing that with the click attribution is it'll get clicky ads in front of users who are already likely to buy and it'll do that just to steal attribution, take credit

1:22:07for it. Now the big change is that click only attribution is now only after link clicks. So this should sharpen Meta's ability to optimize ads effectively. So everyone should win from this and it'll also one of the things that they're they're saying that it'll improve and one of the reasons why why they're wanting to do it is so that internal like in platform metrics better match like external metrics. Like if you're using triple L Northbeam, something like that. Um you're there'd be a big disparity between what's measured in Meta and what's measured outside of Meta because those external platforms can't understand if someone clicked on an ad

1:22:49but didn't click the link. Um and now that should be a little bit closer. Um which is I think overall again a big win for everyone, especially the bigger accounts. If you if you're running a really big account, by the time you're watching this, this is already rolled out, this is already affecting you. Um so, you know, from the end of March you've probably been seeing improve I would assume improved overall performance, but maybe worse performance in platform metrics in in platform metrics. Um and you should figure out how to be okay with that. And also I would bet we're going to start seeing some ads that were getting lots of spend

1:23:28because they were able to get lots of cheap clicks uh on cheap placements. I would expect those to get less spend going forward. So, you'll notice you I think you should go look for ads that were like top spenders potentially or high spenders pre like late March and then verse after late March and see if you can find any of those and see if any of those make sense to you about like ads that had lots of comments, ads that might have had like in unintentionally or intentionally uh click-baity um like things about them. Like an ad that like has a fake button on it that

1:24:02people are like clicking or if they think it's an image that would they want to click to make it like bigger because of the the text is too small. Those are things we've seen get uh unintentional clicks uh before. So, it's kind of like for most media buyers who don't think about this stuff enough or don't care, I I don't know what to tell you. Like it's a small change and it's going to affect your business. For the people who really care and really want to know about it, it is going to have a tangible

1:24:31impact on your business. Um clip this and send it to your send it to your boss, send it to your client. Just that's the explanation. Um and I'll relate to the other change if that's all right. Go for it. Um this is really exciting because they kind of do relate. This is a change that is not new

1:24:46actually. Uh the one I just said is new. The in the uh link click thing is new as of March. But uh it relates to uh incremental attribution. Um I've heard a lot of people talking about using incremental incremental attribution feature on Meta for a while now. Um it was rolled out I think mid

1:25:052025, mid yeah, somewhere around there. And I tried it, played with it. I think it makes sense for a lot of advertisers, but I I wrote about it, talked a little bit of about it. I said that I don't think it's for me because I can't use cost caps or bid caps on it to kind of manage that. And um since then I've only recently found out that in December they actually rolled out that incremental attribution now can be used with cost caps. So, I haven't played with it enough yet to say

1:25:33like that is definitively the way to go. But for a lot of advertisers, especially bigger ones, I would tell you that um almost everyone should benefit by using that attribution setting. Um because you're especially if you're advertising on other platforms, if you have a bigger brand that more people know about, you want more incremental sales, more incremental actions, meaning that they're not just actions that Meta can take credit for. It's actually that the your ads are driving actual actions to occur rather than just they're occurring and Meta's taking credit for them, which is what literally is happening otherwise. So, I do now mostly recommend that. I think it'll you know, be another

1:26:16couple months before I can really say like this is 100% uh the way to go, but it's a both of these are pretty big changes in the ways that media buyers can optimize ads. Um so even though usually I'm the guy who's like, you know, don't make a lot of changes, uh this is one where I'm fundamentally rethinking uh how to restructure the account because I should be able to better trust Meta now that it's

1:26:43doing more on my behalf than before. Um the incremental attribution changes, that that's not new though, is it? Or is it like It's new. Incremental attribution released in mid-2025, but didn't have cost caps available for that setting. Got it. And then in December apparently rolled out quietly. Like no announcement. I I've not been able to find anyone on

1:27:05Twitter or LinkedIn talking about it. Like I I'm don't know why they didn't like roll it out. I don't know why our Meta rep didn't send us an email about that when we specifically asked him to give us an update about that. Sorry, Turner. We love you, but that Come on, man. Uh bleep his name, please. Um you can leave it in. I don't care. He's

1:27:24a good guy. Um I hope he still has a job uh cuz of all the Meta layoffs. We're not going to get into that right now. Um but yeah, big So it's like is it a big change? No, it's a little change that probably doesn't affect that many people. Um I'm sure there's a lot of other people in the space who already knew about this, but I didn't know about it, which means that there's definitely

1:27:43other people who don't know about it. Yeah, the the the click attribution changes is fascinating. I didn't know about it until you told me uh pre-pod. Yeah. I'm so I'm so excited about that, by the way, because I have it almost every consultant call I ever have to do, I have to spend 10 minutes explaining that. So now the fact that I can be like, "Okay, attribution is now after link clicks." That like saves me so much more time and energy to focus on other problems. Yeah. Yeah. Really really

1:28:09interesting. Uh Barry, you're are a fountain of knowledge. I speak to you for hours and hours and hours about ads. Um, but uh, I think we should wrap this one up here unless there's anything else that you want to say to the people. Um, uh, is there anything I want to say? I don't know. Check out AdCreate. Check

1:28:26out Your Love It. Uh, check out my YouTube channel and uh, if you like anything there, tell me to do some more. That's one of the things I want to I always want to be doing more of, but I don't really prioritize. Like you have you've done an incredible job. I love your channel. Um, and uh, yeah. I I want to get you on my channel next time. We'll do it on on my terms. You can come to my office and I'll hopefully have it set up so we can

1:28:49shoot there. I would love to. to my place, yeah. I would love to, dude. Well, I'll leave those things in the description. AdCreate, Your Love It. Um, want to plug something? Uh, I mean, people already know. People already know. I've done I've done a lot of content recently about Paka and uh, and AdCreate. AdCreate link, Paka link, you know, if you want

1:29:08Is Paka different than Parker? Here we go. And then I we managed to make it about an hour and 35 before we had uh, him take the piss out of my pronunciation. water bottle before and I was like doing a jump on you. Yeah. I was going to jump on it. I was like Oh, sorry. It's my

1:29:23water. My water bottle. That's so good. You need to shoot an ad like that. Should I? Yeah. That's good. Yeah. This is my smart water bottle. They said I couldn't use the uh, Poland Spring. Apparently that's too ghetto for you. Not ghetto, but it's just whatever it is. Look at this. Much nicer. It's

1:29:40cleaner aesthetic. Says the maker of the ads guy. We should wrap up. The retention has gone off a cliff in the last 2 minutes. I mean, I yeah, I Oh, you know what? Can we review your retention? I don't want to review your retention charts on our last videos. Side note. Yeah. Great. End

1:29:55the this video. the retention charts? Yeah. You should do that. Yeah. Yeah, we could do that. Um, I tell you tell you I don't know. You don't have to plug Parker. you know, Parker, everything we spoke about with the judgment and taste, that's what we're trying to help people with Parker. We are trying to help you understand what ads to make next by giving you access to all your data sources and and help you make better decisions as a creative strategist on what ads to focus on. Persona-based advertising and yeah, our whole thesis is we're not trying to sprint towards production like every other tool. We are trying to help you

1:30:27with the what we do believe to be the hardest uh part of the process which is research and ideation and empower creative strategists to to make better ads. Um there's a tutorial that I'll link uh somewhere in the description um of me demoing Parker if you want to go and check it out. And there's a lot of cool things that we're adding. I have to say one of my favorite things is like that it proactively message me messages me in Slack. Like like it sends me stuff

1:30:51in Slack. If you like that that I mean we are actually about to roll out something big on that like a a lot it's about to be 10 times more proactive um and send you stuff like which most days. Yeah. You should get messages from Parker. So there's there's So sometimes it does overwhelm me but it's but it's good because I'm like oh good like here's I don't I don't not have an idea which is like it always it always have I always have something in the chamber, you know, to go make. Uh yes. And also like what I want to have like I don't actually think the biggest

1:31:24bottleneck for uh advertisers nowadays is like I don't have any ideas. Like I I I want to build Parker in a way that helps people understand how to prioritize. Yeah, that was what I was going to say is the prioritization is where I screw up. Anyone anyone can go into Claude or any other LLM and you can have a a thousand ad ideas at your fingertips. But like how do you know of those of the 20 ideas that you're looking at which like three are like bang that's the one. And that's just pattern recognition. And that's what we're trying to help people do at Parker. We're trying to help

1:31:56people become better creative strategists and doing that through being able to connect to all of your different data sources, understanding, you know, more about than your brand than than you do with the amount of time it would take to go through Yeah. all of these data sources. Um, so, yeah, go and check Parker out below. We have got a lot of things we're adding over the next couple of months,

1:32:14which is pretty fun. That's Parker. No, Parker. No, it's a heyparker.ai Nice. For the Americans, it's heyparker.ai. Yeah, thanks. I should just have a translator next time I do a podcast with you. Should have someone sitting in the middle Actually, it's okay cuz the Google YouTube now has the AI dubbing. I watched a video in like French the other

1:32:35day and it just dubbed it into English. So, it'll just dub yours into American accent. Yeah, yeah. It's good. Awesome. So, maybe I need to hire someone to sit in the middle No, you're good. and be the the translator. Yeah, that guy just lost his job. Yeah. Okay. And on that note, we're going to wrap up. Thank you so much for having me on. It's always a good time

1:32:50Absolutely. Yeah, for sure. You are the the record guest for a reason. Let's keep it that way. Let's keep it that way, indeed. Thank you guys for watching. Like, comment, do all that stuff, and I will see you in the next one.