Dhea will examine how Reddit Ads occupy a category of their own - sitting between social and search, and increasingly shaped by the platform’s influence on AI models.

She will explain how Reddit users behaviours differs from traditional social browsers and search users, and what this means for targeting and intent.

The session will give marketers practical insight into leveraging Reddit’s unique position to reach audiences actively seeking authentic, community-driven recommendations.

This talk is for anyone in Paid Media, working agency-side or brand-side. We're facing a false choice: fight automation and get left behind, or go all-in and lose valuable control.

Blind trust in Meta/Google a recipe for disaster. This session provides a practical framework for marketers to:
- First - learn when to "go with the flow," and adapt to these new algorithm-optimised norms - even if it means sacrificing some visibility and control.

- Second, and more importantly, learn when to fight back to break through performance ceilings, including:
> Fighting for Growth: using persona-based creative strategies to drive sales from previously untapped audiences
> Fighting for Efficiency: How to implement performance-enhanced feeds to stop algorithms from wasting spend on "window-shoppers," even in black-box DPA formats in Pmax/meta.

This talk cuts through generic best practice and gives you a playbook for balancing automation with the human-led strategy needed to win.