Targeting is solved. Creative is the bottleneck.

For years the lever was targeting. Today the platforms handle that better than any media buyer can. The constraint moved.

What they cannot do is invent your creative. They can only choose between what you give them, so the teams that win are the ones who can produce more good options, faster.

That is the whole reason Tadka exists: to make creative volume cheap, so the algorithm always has something better to pick.