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.