In recent days/weeks, Meta unveiled Advantage+ Ads and Meta Advantage+ Creative, Amazon introduced Sponsored Brands Video with AI-driven creative tools, and Google has continued to funnel ever-larger budgets into Performance Max (PMax) campaigns. All three giants are racing to automate media buying, creative generation and optimization, promising efficiency — but delivering a homogenized playing field.
So, what lever remains for brands to differentiate their media execution?
Historically, brands and their agency partners leaned on a series of optimization levers combined with data-led creative strategies. Yet with AI churning out dozens of ad variations, creative uniqueness may no longer serve as a proprietary edge. Likewise, ad platforms are commoditizing optimization.
The new frontier is resilient household-level data. As cookie-based tracking sunsets and device ID graphs splinter, brands need better and more reliable signals. The mailbox endures: Consumers typically have one primary address they call home. At Rise, we harness a unique set of passion data — to understand not just who your prospects are, but what they love. We know this at an individual level and also at their household level, meaning we can connect brands to both individuals but also people across a household. Real, actionable, deterministic connections.
By activating this robust household data in addressable media platforms and channels, we craft higher-value targeting strategies that layer proprietary signals on top of platform automation. Imagine a Performance Max campaign optimized not only by Google’s AI, but also by in-market indicators of your brand’s fans. Or Advantage+ Ads infused with first-party subscriber affinities for deeper personalization. This hybrid model elevates spend efficiency, lifts incremental reach and fuels creative relevance.
In a media landscape where automation is now the baseline, data uniqueness and household resilience that speak to your best customers’ passions become the ultimate differentiators…no matter how smart the machines get.
