Your next performance opportunity may be in the data you already have.
A sale your ad platform never sees. A customer you keep retargeting after they buy. An audience your team rebuilds for every channel. These gaps make it harder to spend wisely and know what’s working.
The 2027 Digital Advertiser’s Playbook shows you how to put more complete customer data to work across paid social, search, retail media, programmatic, and streaming TV.
Find the solution that fits your biggest gap.
- Recover missing conversions. Give paid social and search platforms more complete signals with server-side conversion data.
- Connect ads to offline revenue. Bring store purchases, call-center sales, and completed CRM outcomes into advertising measurement.
- Get more from retail media measurement. Use first-party outcomes and clean-room analysis to inform audience and budget decisions.
- Keep programmatic audiences current. Reduce the lag between a purchase and suppression, and align creative with customer behavior.
- Connect CTV to customer outcomes. Plan how to evaluate streaming campaigns against site visits, calls, and sales.
- Stop rebuilding audiences by channel. Give teams shared definitions for targeting, retargeting, and exclusions.
Build your 90-day plan.
Use the prioritization worksheet to choose a starting point, then follow a 90-day plan to connect the data, validate delivery, and evaluate results.
Customer examples from TUI, Radisson Hotel Group, and others show how these approaches work in practice.
Build your 90-day plan.
Use the prioritization worksheet to choose a starting point, then follow a 90-day plan to connect the data, validate delivery, and evaluate results.
Customer examples from TUI, Radisson Hotel Group, and others show how these approaches work in practice.
