Merkle’s recent report "Contradictory by Design" opens with a gentle scolding for anyone still trying to pick a single winning side in media and experience strategy. The future, it argues, belongs to brands that can hold two opposing truths at once.
AI will change everything and nothing. Websites are dying and thriving. Personalization needs data and restraint. For media buyers, this should feel familiar. You are already living in a world where reach and relevance argue daily and both are somehow right.