Breakout 5

Maximising Programmatic Impact in Higher Education: The Role of First-Party Data, Creative, and Attribution

1:50pm - 2:20pm

  • Explore how trusted first-party data and scalable, high-quality audiences drive measurable brand uplift in higher education

  • The critical role of creative that’s tailored to audiences—not treated as an afterthought—through dynamic creative optimisation

  • Unpack the shift from last-click attribution and show how accurate media measurement, beyond Google, reveals true performance impact

Luke Westland, Strategic Commercial Director, Crimtan

Luke Westland is Strategic Commercial Director for Crimtan, a programmatic advertising consultancy. He trained in law and started his career as a practising solicitor, but decided to move into digital marketing in 2008. He started an online creative video agency called Scenestealer, which was acquired by Crimtan in 2012. He has held various roles in the business, including running the creative teams before moving into the commercial team to lead the growth team globally.