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Investors see ANOTHER return from Masterworks (!!!!)
That’s 6 sales in 7 months. 29 all time. And the performance?
16.5%, 17.6%, and 17.8%, net annualized returns on sold works held longer than one year (See all 29 at Masterworks.com)
It’s not from stocks, private equity, or real estate… it’s from contemporary and post war art. Crazy, right?
With Masterworks, you don’t need to be a BILLIONAIRE to invest in multi-million dollar art anymore.
Historically, the segment overall has had attractive appreciation and low correlation to stocks.*
Masterworks targets works featuring legends like Banksy, Basquiat, and Picasso, identifying what they believe to have significant long-term appreciation potential, not just at the artist level but at the level of individual artworks.
As one of the largest players in the art market, with $1.3 billion invested over 500 artworks, they pass critical advantages through to their 70,000+ members to add art to their portfolios strategically.
Looking to diversify your investments in 2026?
*According to Masterworks data. Investing involves risk. Past performance is not indicative of future returns. See important Reg A disclosures at masterworks.com/cd.
Zuckerberg said it out loud in 2025:
By the end of 2026, you give Meta a URL and a budget, and the AI does the rest.
Creative, targeting, placements, budget shifts, all of it.
No more uploading 10 creatives.
No more picking interests.
No more touching the budget.
Just a website and a number.
That sounds great until you remember who it's great for.
It's great for Meta.
It's only sometimes great for you.
Here's the catch with Meta AI automation
Advantage+ already does most of this today, and it's already the default for new campaigns.
Meta's own numbers say Advantage+ campaigns run 22% higher ROAS and lower CPA than manually built ones on average.
I believe that number.
What I don't believe is that it applies evenly to every account.
On a big account with years of pixel data and a fat budget, full automation works because the algorithm has enough signal to actually learn something.
On a small account spending under 2000 EUR a month, "let the AI handle it" often means "let the AI guess for three weeks while you pay for the lesson."
I've watched this happen on client accounts.
Hand Advantage+ a tiny budget and zero creative variety, and cost per result swings around with no obvious pattern, because there isn't enough data flowing through the system yet to stabilize anything.
The algorithm isn't broken. It's just starved.
What to hand over to Meta AI and what to control manually
So here's what I'd actually hand over to Meta, and what I'd keep my hands on, if I were running a small account.
Placement selection
Apart from audience networks and right column, of course.
(Those are bot traffic in my humble opinion.)
Nobody needs to manually pick Feed vs Reels vs Stories anymore.
The system reads engagement signals faster than any human spreadsheet, and there's no real upside to fighting it.
Budget allocation across ad sets
Once you already know which creatives work.
This is the same logic behind flexible ads (see issue #122). If you feed the algorithm with good inputs and let it shuffle spend toward what's converting.
Targeting
Once you have your creative strategy, just and it over to the Meta AI, it will find you target audience better than any Interests stacking or Lookalike.
What to keep manual inside the Ads Manager
The actual creative testing phase
Whatever AI generates, you still need real hooks made by a real person who understands your actual customer, tested against each other before anything scales.
AI-built creative without a human filter just means you find out it doesn't work after you've spent the budget on it instead of before.
The Offer
Your offer and your audience definition, in plain language, even if Meta doesn't ask for it directly.
"Women 35-55 who just had their first kid, mid-range budget, value convenience over price" tells your own brain what to look for in the results.
An algorithm that never asks you this question doesn't mean the question stopped mattering.
The results
Reading your own numbers against your own breakeven, not against whatever ROAS Meta's dashboard says is "good."
Conclusion
The pattern across every one of these: hand over the mechanical parts, keep the parts where you actually understand your business better than a model trained on millions of other businesses.
Meta's full-automation pitch isn't a lie.
It's just a pitch built for Meta's average advertiser, not for your specific account.
Treat it as a starting point you steer, not an autopilot you trust blind.
By end of 2026 Meta will make the "give us everything" option the easiest button on the screen.
Similar to the “Boost” button now. They just want to take your money as fast as they can.
Easiest isn't the same as best for your account.
You still get to choose which buttons you press.
TLDR
Meta wants a URL and a budget by end of 2026 and AI to handle the rest.
On small accounts, hand over placements and budget shifting once you know what works.
Keep your hands on creative testing, your audience definition, and reading profit against your own breakeven, not Meta's idea of a good ROAS.
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