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“Don’t like the weather? Don’t worry — it’ll change soon.”

It’s an old joke about New England weather, but it sums up the state of user acquisition advertising today.

We’ve been given some amazing new tools and capabilities in the last few years, but it’s also meant that we’ve had to completely remake how we structure and execute campaigns. And the recent changes are just the beginning. As the ad platforms’ AI algorithms get smarter, like with and Facebook, we expect the role of UA managers to evolve rapidly in the next few years.

So while the title of this article might have jarred you, the old way of doing user acquisition really is dead, or at least dying. Here’s a look

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