Black-box platforms offer nothing but short-term noise, no learning, no conversations, no loyalty, and no meaningful audience understanding. A renewed focus on cost per acquisition is required, says DAC UK’s managing partner.

Proprietary media doesn’t benefit smaller brands or agencies, resulting in a two-tier system. I still don’t think proprietary media can offer better value than a well-considered media strategy.  

For small businesses, AI opens the door to omnichannel strategies that incorporate TV and the prospect of using machine learning to develop media plans for regional audiences. This could reshape media mix modelling by making location a central pillar.