mentions, etc. The paid zone refers to those search results you have spent media money to generate. So how do you win this battle? • Your brand must be always-on with maximum visibility across desktop and mobile, all synchronized with your TV buy • You must have a relentless focus on your Google Quality Score (QS) • You must use insights from keyword modelling • You must be present in Google Shopping, while taking care to manage the tension between your brand and the retailers that sell it. “Good” programmatic requires a reassertion of a fundamental principle of effective advertising: that you cannot separate the creative and the media processes. It can often seem that technology forces you to, but that way madness lies. Better, it can build them together, but only if intimacy is the starting point and scale the dividend – not the other way round.