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Lower acquisition cost by feeding the bidding algorithms better conversions, deduplicated, consent-valid, and weighted by value, rather than just more of them
Target CTV from your own customer segments and measure the reach you actually added above linear, rather than buying impressions on faith
Push the segments you own to the ad platforms, as seeds and as targeting, instead of renting the platforms' own decaying interest signals
Separate the conversions an influencer actually drove from the ones they took credit for, using owned tracking rather than the agency's screenshot
Push one unified do-not-target list to every paid platform, so spend stops chasing existing customers, recent buyers, and known unfits
Feed customer lifetime value back into search bidding so the algorithm chases high-value acquisition, not just cheap conversions