This is a recording of a talk given at the virtual International Search Summit Global 2021. AdWeek reported 76% of marketers fail to use behavioural data in online targeting, yet by fully delegating message mapping and audience curation to ad platforms, brands can see up to a 75% increase in costs-per-acquisition, and more importantly an exponentially worse return on ad spend. In this session, Navah Hopkins from Adzooma shares advice for effectively building and using first-party audiences and translating creative customisation to landing pages to drive conversions and improve quality scores across international campaigns. She also identifies which audience automation tactics should be amplified, and which retired, in a privacy compliant world.
