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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Precision at Scale: Rethinking Data, AI, and Consumer Control with Alex Boras