A BRUTALLY HONEST READ OF APPSFLYER'S STATE OF CREATIVE OPTIMIZATION 2026

Summary from the TLDR Marketing newsletter

More AI-generated ad variations aren't producing more winning ads. The growth is concentrated among the biggest spenders and is mostly localization and small edits rather than new ideas. Ad algorithms, meanwhile, put a growing share of spend behind a handful of winners, and the traits that win on video often lose on statics.