In this talk, Harriet will demonstrate how to break through the 'performance ceiling' where paid search returns inevitably stagnate. She will introduce the concept of 'programmatic priming' - moving beyond vague awareness metrics to use high-attention channels like CTV and YouTube as proactive drivers for search demand. Harriet will provide a practical measurement framework for quantifying the 'multiplier effect' of programmatic, moving away from siloed measurement and towards demonstrating how the channel can make the search ecosystem work harder.