Last week, I had the chance to sit inside Meta’s Agency Summit — a closed-door event where they pull back the curtain for a select group of agencies like Level. Think: standing-room sessions, creators telling it like it is, and plenty of “wow” moments about where Meta is heading next.
And yes, I even tried on the newest Meta Glasses. (Spoiler: the future looks bright — literally.)
The big themes (according to me)
1. Incrementality is the new baseline
We’ve all lived through the “last-click is king” era. Meta is pushing hard past that. Their Conversion Lift studies and new Incremental Attribution tools show the actual causal impact of ads. Translation: what’s truly working, not just what got credit.
2. Creators are the connective tissue
If you thought creator partnerships were a trend, think again. Updates to Instagram’s Creator Marketplace and the new Partnership Ads Hub are about making this easier, smarter, and less guesswork-y. Better filters, better insights, and even AI-powered recs for which creator content to boost.
3. AI everywhere, but not in a scary way
Meta’s Andromeda machine learning platform is quietly improving ad quality across the board, and their AI creative tools are tackling fatigue and personalization at scale. My favorite analogy from the day: AI as an exoskeleton for marketers — sharper, faster, stronger. (No, we’re not all getting Iron Man suits… yet.)
4. Creative still rules the world
Meta backed up what we already know: more than half of campaign outcomes come down to creative. Fresh, diverse, and Reels-first assets aren’t optional anymore. The twist? Meta’s tools are getting better at helping us scale creative variety without losing the soul of the idea.
5. New toys for agencies
Opportunity Score and the Agency Success Center were built for partners like us. They show exactly where an account can improve (scored 0–100) and prioritize what to fix first. It’s like a cheat sheet for better conversations and faster wins.
Why this matters
For me, the biggest takeaway wasn’t just the shiny tools. It was the shift in mindset: measure incrementality, scale authentic storytelling through creators, and let AI handle the grind so humans can focus on ingenuity.
At Level, we get this access early. That means we can translate what’s happening inside the Meta brain trust into strategies for our clients before the rest of the market catches up. If you’re wondering how all this could shape your next campaign, let’s chat. We’ll walk you through what’s changing and where the real opportunities are.
And yes, if you want a demo of the Meta Glasses, I’ll happily reenact my test run.
