As third-party data becomes scarcer and tracking becomes less reliable, it’s time to rethink how we understand and reach our audiences. In this session, Giulia will explore how principles of neuroscience and cognitive psychology can inform modern audience segmentation, creative testing and platform targeting, without depending on cookies or outdated tracking. You’ll learn how to leverage the R.E.M. framework to align content and campaigns with user intent, stand out in competitive environments, and drive higher ROI through smarter, human-centric targeting.