In December 2025, European regulators forced Meta to change how their ads work in EU.
They forced Zucc to gut ad targeting that made FB/IG ads work – i.e. Meta can no longer micro-target EU users unless they explicitly consent to data sharing.
(Which many people are not happy to.)
I believe the age of ultra-effective and hyper-targeted marketing (read: Meta ads) has reached its zenith…
And will continue to decline.
It’s gotten WAAAAY too expensive…
(Which I even broke down in this email.)
And also less effective – whether it’s due to government intervention… competition (Apple’s iOS 14 privacy laws)… or even Meta themselves enshitffying its ad platform.
Two disheartened business owners’ comments spring to mind:
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Every update seems to just add friction instead of add value, and the results are objectively worse than we had before. Andromeda is a failure.
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Andromeda isn’t a failure. It’s doing EXACTLY what it’s intended to do. Removing adbuyers so that confused business owners spend more…
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Now I’m writing all this through gritted teeth because:
A) I’m not exactly a PPC guy…
B) I don’t really like predictions….
The truth is…
The world is FAR too complex to make predictions.
A single tiny change can have MASSIVE cascading effects
And just a tiny omission in your projection… like failing to predict a Middle East war that’s sending gas prices so high every corporation in America has to adjust its pricing…
…could have substantial cascading effects that make your prediction wrong.
And so I can’t say my prediction of PPC’s being past their prime – and only continuing to decline – will come to pass in the next 4-5 years.
It’s simply my best shot at guessing at this point in time.
But if it does come to pass?
This will be a BOON for email marketing.
Because it isn’t so subject to the whims of a single big tech firm – businesses will realize email is a channel they can CONTROL better…
- Nobody can ban you…
- Or shadow ban you…
- Or change the algorithm…
- Or change the rules on what you can/can’t say…
- Or just plain and simple take it away from you for no reason whatsoever.
(Perhaps the government can wake up one day and decide to ban email marketing, but if that happens the online world has much bigger problems…)
I have more on this topic inside my book – Blind Spot #1 specifically.
Now if that boon for email marketing comes…
Not everything’s sunshine and rainbows.
It means the competition in the inbox will become even fiercer – it will be even harder to stand out.
Luckily…
Your emails can stand out like a nun in a brothel with my Email Storyselling method.
How?
Well, my entire book pretty much covers it.
[Part of this email’s content has been removed from this Email Echoes version of it.]
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