Precision at Scale: Rethinking Data, AI, and Consumer Control with Alex Boras
From Marketecture: Get Smart. Fast. by Ari Paparo
May 4, 2026 · 22 min
About this episode
Alex Boras and Crissi Cupak discuss the evolution of advertising in the context of consumer control and data intelligence.
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…
People in this episode
Host: Crissi Cupak
Guest: Alex Boras
Topics covered
- data
- AI
- consumer control
- advertising
- targeting strategies
- measurement frameworks
- privacy
Keywords
- one-to-one targeting
- cohort-based strategies
- AI models
- proprietary technology
- cookie-based attribution
- data dynamics
- measurement
Mentioned in this episode
Organizations: Bliss, T-Mobile Advertising, PMG
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