🎯 Stop the advertising lottery

Something is constantly changing in advertising. You know that. But there is one thing that is changing significantly right now — and many are not yet aware of it:

Targeting disappears.

Cookies? gone.

Tracking? Weaker.

Data protection? Stricter.

What does that mean? It's very simple:

Your creatives must do more than ever before.

Target groups are growing. Ads must be better.

You used to be able to say:

“Only show this ad to people who are just googling new sneakers.”

Today? It's getting harder.

The tools for precise targeting are crumbling.

You will address wider groups in the future.

Meaning: If your creative is boring, everyone keeps scrolling. When it's good, the right people get stuck.

Quality becomes a secret weapon

When everyone's targeting with a watering can, you need to shine with your contents.

Ask yourself:

• What is the emotion of your target group?
• Which images, colors or statements stand out?
• Does nostalgia help? Or humor? Or a clear pain point?

You must test. Not hope.

The ad test is no longer a freestyle — it is mandatory.

More creatives. More variants. More opportunities.

A creative is not a final boss. It is a test balloon.

You'll need lots of them:

• Different messages
• Different image styles
• Different formats

But creativity and time are limited.

Solution: Smart production.

Examples:

• Illustrations instead of photos
• Animations that stand out
• Cleverly picked stock photos to make them look fresh

So you can do more with just a little. And scale without sacrificing quality.

Conclusion: Your ads determine your success

You will soon no longer be able to fine-tune targeting. But you can control your creative.

Anyone who invests in good design and implementation will win in the cookie-free world.

Whoever doesn't, plays advertising Lotto.