In this Marketecture Live session, Alex Boras (President of Bliss, part of T-Mobile Advertising) joins Crissi Cupak (Head of Product at PMG) to unpack how advertising is evolving in the era of consumer control. They explore why one-to-one targeting is fading, how agencies are building proprietary tech, and why data alone isn’t enough without intelligence. From AI foundations to new measurement frameworks, this conversation dives into how marketers can balance precision, scale, and privacy while still driving real business outcomes.
Takeaways
- Data is everywhere, but real value comes from turning it into actionable intelligence
- One-to-one targeting is evolving toward cohort-based strategies
- Strong data foundations are critical for effective AI models
- Agencies must invest in proprietary technology to stay competitive
- Measurement is shifting from last-touch attribution to broader brand and population signals
- Consumer control is reshaping how brands build relationships and use data
Chapters
00:00 Introduction to Marketecture Live and session topic
00:40 Bliss and T-Mobile’s omnichannel data strategy
01:12 The rise of product leadership inside agencies
03:15 Challenges of building AI models with messy data
05:04 Why intelligence matters more than raw data
06:20 Moving from individual IDs to cohort-based targeting
08:02 Consumer control and the shift in data dynamics
09:02 Building digital twins for audience planning
11:08 The decline of cookie-based attribution
12:18 New measurement models using brand signals
15:10 Is one-to-one identity dead?
17:31 Data collaboration and industry-wide intelligence
18:10 Creating meaningful value exchange with consumers
20:12 Key takeaway: the future beyond one-to-one
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