Rise, a Quad agency ads

Here’s what’s becoming increasingly clear: the future of audience strategy isn’t about the next cookie workaround or clever targeting trick. It’s about people—real individuals with passions, routines, and behaviors that reveal more than any third-party data ever could. https://bit.ly/4oO6AJl When we shift our perspective from devices to our audiences' lives—considering where people live, what they care about, and how they move through the real world—everything changes. The data becomes more meaningful. Messaging becomes more relevant, marketing starts to feel human again and outcomes become increasingly achievable. This is the shift underway: from device-driven chaos to people-centered precision. If you're interested in exploring this shift further, I highly recommend Rise’s latest report, Rethinking Audience Strategy: A Guide for Brands. It’s a compelling read on how to build marketing that works for people—not just their IP addresses.

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As my colleague Kristin Jones says in this video, the real power in a media strategy comes from knowing how to reach actual people — not devices or cookies or IP addresses, but humans with passions, behaviors and intent that actually drive outcomes. That starts with grounding strategy in reality (where people live, how they spend, what they care about) and using those insights to connect across every channel. I couldn’t agree more, Kristin. Quads backbone in print and a foundation in real, household-level insight is a superpower for Rise, a Quad Agency clients.

Are we as marketers sleepwalking into a (yet another) future of monopolist AI-based media channels, a contracted open web ecosystem, a disrupted funnel, and where existing marketing and data strategies become redundant? There are historic parralels that offer us a warning. It's time to rebuild the muscle memory needed to reach real humans on resilient media channels, and focus on on real data that isn't going to be disrupted by AI. Simply put, AI won't kill marketing, but marketers might. My POV for Rise, a Quad Agency on Ad Age https://lnkd.in/eTXPXiX4