In this conversation, Zaid Dabus, the head of agency operations at Cape & Bay, talks about the limitations of using only Google AdWords for advertising and the importance of adopting an omnichannel approach to be in front of customers everywhere, at the right time with the right messaging. He explains how programmatic advertising can be used to replace expensive keywords and target customers based on contextual information. Dabus emphasizes the importance of having clear business goals before starting an advertising strategy and shares an example of clients who have spent money on campaign goals that have nothing to do with their business goals.