What got you here won't get you there.

The advertising playbook that's driven performance for the last decade is starting to crack. In 2027, the marketers who'll win aren't the ones who bid smarter or structure campaigns better. They're the ones brave enough to question whether the entire framework they're operating in is holding them back.

In a typically high-energy session, Liam Wade, CSO at Impression, makes the case for a radical rethink... sharing how the boldest brands are dismantling paid media's conventional wisdom to unlock growth that the best-practice followers simply can't reach.

You'll leave with:

- The unconventional platform tactics that the sharpest paid media teams are quietly using to run rings around the algorithm — and why most brands lack the nerve to try them.

- A diagnostic tool for spotting where your measurement is misleading you — and a framework for building the kind of revenue / profitability clarity that changes how your whole business thinks about paid.

- A creative framework that solves the problem most paid media teams realise they have,. but don't know how to fix! (hint: it's not budget or creative volume)

- A clear-eyed look at why the best-practice "doom loop" is a paid media + PPC team problem above all else — and the specific traits of the teams who've broken out of it.

Grounded in real brand examples you can actually steal from — this session is for paid media professionals who are ready to stop optimising within a broken system and start rewriting the rules entirely.