This is a recording of a talk given at the International Search Summit Barcelona 2025. In this talk, Navah Hopkins from Microsoft shares strategies which can help turn top-of-funnel campaign types like audience ads into full-funnel utilities. You will learn how to gain consent so that you can leverage all audiences, how to troubleshoot consent mode from a Microsoft perspective, and how to translate that to other tools. You will also learn how to pair messaging across different stages of the funnel, accounting for the fact that in some markets you will be able to have perfect message mapping, while in others it may be a little more nebulous. This presentation focuses on remarketing and is designed for in-house and agency practitioners, and will empower you to navigate different privacy permission levels based on the markets you are operating in.
