In today's landscape, brands face a false choice: fight automation and get left behind, or go all-in and lose valuable control. Blind trust is a recipe for disaster. This session provides a practical framework for marketers to learn exactly when to trust the algorithm and when to fight for control.

We'll cover when to "go with the flow," and adapt to current algorithm-optimised norms - even if it means sacrificing some visibility and control.

More importantly, we'll identify 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.

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