Alex Grach is the Head of Sales EMEA who is dreaming of a holiday while working on his laptop. His presentation discusses the importance of mobile-first businesses and personalized messaging through people-based attribution. It shows how people can be tracked across devices and platforms to better understand user behavior, optimize ad spend, and improve the user experience through personalized ads and messaging. The presentation promotes using a single SDK for people-based attribution to gain insights into organic user behavior and audiences that may be larger than estimated.