The last several years there has been unprecedented change in shopping behavior for online, in-store and hybrid shoppers. Consumer preferences on how, when and where to shop are more fragmented, making the jobs of today’s marketers even harder. In this session, AdAdapted’s Molly McFarland will discuss the shifting environment and uncover how marketers can connect with their target audience of nuanced shoppers to ensure their brands make the most impactful investments. In addition, she’ll open the curtain on how to utilize leading indicators to reach consumers based on what they intend to buy and connect to these omnishoppers exactly when it matters most.