Stop Trusting Your Ad Platform’s ROI Dashboard. It’s Lying to You.
Xiaohongshu’s new ‘Smart Assist’ is turning its ad platform into an automated black box, much like Douyin’s Qianchuan. While the dashboard might show your ROI targets being hit, the algorithm is blind to your actual business costs. If you don’t build your own profit model, you’ll bleed money while the platform tells you you’re winning.