1. The document discusses custom Facebook marketing automation for scaling e-commerce. It describes challenges with existing tools, like bad data, lack of the right data metrics, and slow optimization processes. 2. Custom automation was built on top of the Facebook API to automate tasks like A/B testing, scheduling, rules, and templates. This helped address issues and guide bidding and spending more effectively. 3. Sample setups and tools are shown, including ad banner creation, targeting tools, and dashboards. In summary, custom automation was necessary due to limitations of existing tools for optimizing complex e-commerce campaigns at scale.