200 milliseconds.

That's how long the feed takes to load every time someone opens Instagram or Facebook. In that window, Meta's AI auditions every ad it could show and casts one, on the strength of the creative alone. The auction is decided at the audition.

Creative is the new targeting, and diversity is the scale lever. The brands that keep growing feed the auction more angles, more awareness stages, more formats than their category can match. I build that volume, with the strategy attached, for DTC brands and performance agencies.

Every angle, every mechanism, every awareness call, written down before the work runs. Run the search to open the library.