• Connecting the Clicks: Analysing buyer behaviour beyond simple online clicks to link social media discovery with final marketplace or store sales
• Spotting Wasted Spend: Exposing the flaws of old tracking models that accidentally reward passive clicks instead of finding true new business growth
• Owning Your Data: Leveraging first-party customer data to keep ad targeting accurate as web cookies and legacy tracking disappear

• Redefining Success Metrics: Shifting focus away from superficial online clicks to isolate the metrics that actually drive business growth and revenue
• Solving Attribute Math: Using clean data rooms and privacy-safe tracking to accurately match digital ad spend with final sales receipts
• Predicting Future Return: Deploying advanced forecasting models that accurately calculate campaign return on investment before budgets are fully spent

• The “Hugot” vs. The Algorithm: How Philippine marketers are protecting cultural nuance and local “hugot” in a world of standardised, AI- generated insights
• The Transparency Mandate: Tackling the ethics of synthetic content— from AI influencers to deepfakes—and how to maintain “Pinoy” brand authenticity
• The End of the Billable Hour: Redefining agency value and talent upskilling as AI automates execution and shifts the focus to high-level strategic consulting

• Redefining Success Metrics: Shifting focus away from superficial online clicks to isolate the metrics that actually drive business growth and revenue
• Solving Attribute Math: Using clean data rooms and privacy-safe tracking to accurately match digital ad spend with final sales receipts
• Predicting Future Return: Deploying advanced forecasting models that accurately calculate campaign return on investment before budgets are fully spent

• The First-Party Maturity Test: A reality check on how Philippine brands are moving beyond basic data collection to advanced, consent-based audience orchestration
• The Collaborative Sandbox: How local businesses are using “Private Data Spaces” to share insights and measure success without ever seeing or exposing a customer’s personal identity
• Trust as the Competitive Edge: Moving privacy from a “legal checkbox” to a core brand value that drives long-term customer loyalty and higher- quality engagement

• Linking Green to Growth: Proving why high-quality, eco-friendly ad spaces naturally drive better audience engagement and business results
• Optimising Live Campaigns: Shifting live ad spend away from junk websites and invisible placements to instantly lower carbon emissions
• Automating Sustainable Choice: Building smart bidding tools that automatically select the cleanest, highest-performing ad spaces in real time

This roundtable session provides an interactive platform for connecting with industry peers, sharing valuable insights, and exploring key marketing topics. It’s an excellent opportunity to engage in meaningful discussions, exchange experiences, and gain new perspectives from fellow professionals.

Such topics include:

• Ad Effectiveness
• AI
• Contextual Ads
• CTV Advertising
• Creative Automation
• DOOH
• Mobile Advertising
• Native Ads
• Omnichannel Advertising
• Programmatic Advertising
• Retail Media Networks
• Sustainable Advertising

• Budget Fluidity: Moving away from “Fixed Channel” budgets toward a fluid model that follows the consumer’s actual fragmented journey
• The Return of Touch: How local brands are using AR (Augmented Reality) and other digital triggers to drive experiential “Retail Tourism ” in physical stores
• The Identity Bridge: Maintaining a single view of the customer in a privacy-first market without relying on third-party cookies

• The “Digital Mall” Strategy: Syncing social commerce discovery with physical retail fulfillment, ensuring a seamless path from screen to store
• Mobile-First Attribution: Moving past desktop-era tracking to measure how vertical short-form video drives real-world foot traffic in major PH retail hubs
• Frequency Harmony: Using unified media stacks to prevent “Ad Fatigue ” by managing message frequency across OOH, mobile, and CTV as a single conversation

• Matching the Moment: Mastering contextual relevance by utilising live triggers like real-time weather and location to serve the right ad
• Unlocking the Bottleneck: Addressing the production slowdown where manual design processes fail to keep up with the fast speed of automated ad buying
• Building Smart Templates: Developing modular ad designs that allow headlines and visuals to automatically mix, match, and optimise on the fly

• Narrative Velocity: Restructuring agencies so creative and media teams work in a single real-time loop rather than separate departments
• The Attention Metric: Moving beyond the “Click” to measure Attention Seconds as the primary currency for programmatic success
• Algorithmic Accountability: Ensuring AI-generated creatives maintain brand compliance and “Pinoy ” authenticity while scaling