As part of our series exploring the value of audience signals in search marketing, we went behind the scenes at leading agencies and marketers and asked industry experts to share their views on what the opportunity is.
Here’s what we heard: According to these industry leaders, audience insights enable advertisers to go beyond simple keywords and use other signals to inform their search marketing. They can make smarter bidding decisions, but more than that, advertisers can improve the message  they’re presenting to their audience, making their  search ads even more relevant and compelling. And of course, as search strategies become sharper, ads perform better.

To see the latest from the front lines, watch our video featuring Martin McNulty of Forward3D, Ben Wood from iProspect, Paul Frampton of Havas Media, Steve Chester from the Internet Advertising Bureau and Khurram Hamid from GlaxoSmithKline.

Hope you enjoy the video above; we will continue the series next week with our next post focusing on getting our partner’s views on how audience signals may impact search marketing in the future.