A new Ad-Age article offer strategies for winning at Panama, namely:

Instead, marketers’ focus will shift from managing their bids to
managing the entire conversation with their customers. By improving attributes such as the relevance of keywords, ad copy and landing pages, advertisers provide a better user experience while having an positive influence on their own ad costs.

Panama certainly raises the stakes for all those who have yet to realize how critical true Customer-centricity has become (let’s not forget transparency either).  With the added competition, it’s nice to have a methodology to follow…