The agentic media race is really a first-party data race

As AI transforms how advertising is planned, bought and optimised, one thing is becoming increasingly clear: the quality of the data informing those decisions will be just as important as the technology making them.

AI agents can automate decisions at scale, but without access to meaningful customer intelligence, their potential is limited.

In a new article for Signal & Noise, supported by AUDIENCES, Rio Longacre explores why the next competitive advantage in advertising won't simply come from building better AI, but from making first-party data more accessible, actionable and connected to media.

It's a conversation that sits at the heart of what we're building at AUDIENCES: helping organisations turn their customer intelligence into actionable audience signals, without moving or duplicating their data.

Read the full article on Signal & Noise: The Agentic Media Race Is Really a First-Party Data Race

‍