Broad targeting is the default now. Your creative does the filtering.

Interest stacks are mostly dead weight on Meta in 2026. What the shift to broad targeting means for how you build and read creative.

If you're still building 15-interest audiences, you're doing the algorithm's job for it, and doing it worse. The consensus among media buyers has settled: go broad, sometimes zero interests, and let the creative decide who converts.

What changed

Meta's model got good enough at reading intent from behavior that hand-picked interests just narrow the pool it can learn from. Advantage+ campaigns have posted meaningfully higher ROAS and lower CPA than manual setups in benchmark after benchmark. The targeting lever moved inside the black box.

So the creative is the targeting

When the audience is everyone, the hook chooses the buyer. "If you're still using a foaming cleanser at 40" is your age and stage targeting now. It just lives in the first line instead of the audience builder. That's a bigger shift than it sounds. Your persona work moves out of the media plan and into the script.

• Build creative per persona, not audiences per persona
• Let the hook self-select the viewer
• Judge creative on broad, that's the real test
• Kill interest stacks that only narrow learning

Which means you need persona-grounded concepts

If the hook does the targeting, you need concepts built for specific buyers, and you need to know who's shifting. It's why AgentMark watches personas as a first-class surface: weekly research on what your buyers are moving toward, so the concepts doing your targeting stay ahead of the market.