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Programmatic advertising methods like retargeting can be powerful for pushing interested customers over the line into making a purchase. But the approach can lose potency if the proverbial funnel isn’t regularly refilled with new prospective customers. 

“Over time, in order to compete and continue to grow, you need to expand your funnel. Otherwise you risk to optimize yourself to the ground and run out. If you continue to sharpen a pencil, at some point you run out of pencil,” TripAdvisor’s Matteo Balzani said on the latest episode of the Digiday Podcast, which was recorded live during last week’s Digiday Programmatic Marketing Summit in Nashville.

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