Meta, Google and Amazon are proprietary ecosystems with huge targeting and measurement capabilities, but their integration into an omnichannel strategy requires a structured approach. It's not enough to allocate the budget: conscious management is needed to avoid wastage, maximize incremental reach, and optimize frequency.

The goal of this workshop is to provide a framework to enhance programmatic advertising within these environments, maintaining full control over media allocation, cross-channel measurement, and data transparency. We will analyze key optimization levers, from buying strategies to the use of data for decision-making, with a focus on cookieless solutions.