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 Learn more about your ad choices. Visit megaphone.fm/adchoices