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There's some segmenting, certainly, if for no other reason that creating ad copy that's relevant to the segments.


I don't think they have a segment for "least interesting sku's" to try and force traffic on items that aren't particularly well received.


All the things we're describing, however, are how AIA is still designed to work (and as far as ROAS, you CAN optimize for lower funnel on site actions and see a little more of it).


The companies who are now in the selling VDP business aren't making it work better, they're just creating a sizzle story for insanely overpriced AIA.