People-based ad targeting is becoming far more challenging in the wake of ad signal loss. In this session, we’ll explore: Will we see a shift back to context? What levers will advertisers have at their disposal to reach audiences at scale, and have sophistication in behavioural and contextual targeting? What test and learn strategies can planners implement to change tactics swiftly, including in-flight optimisation? Will we see more emphasis on creativity and effectiveness as the market evolves away from one that is led by pure data? How can planners and buyers most effectively apply clean room solutions? What metrics will emerge as the most valuable to assess success? How will technologies such as AI have potential to improve targeting in a privacy-first world?