Скачать или смотреть Broad Targeting, Smart Algorithms: Why Meta’s “Wide Net” Outperforms Narrow Targeting

One of the biggest misconceptions in advertising is that tighter targeting always leads to better results. In reality, the opposite is true on today’s major platforms. Meta’s best practice, even for B2B is broad targeting: age, gender, and location. A 25–55 audience across the U.S. might reach 180 million people, but the magic isn’t in the targeting, it’s in the algorithm.

Meta already knows who’s in-market for what you sell based on behavior, intent signals, and patterns you’ll never see in an ad dashboard. The same shift is happening on Google and TikTok. When you go broad, you give the algorithm enough data freedom to find the highest-intent users in real time. When you go narrow, you actually restrict performance and drive costs up.

The future of media buying isn’t about guessing who your audience is, it’s about letting the algorithm find them and feeding it validated messaging that converts.