"The last decade has been defined by the convergence of these three worlds and by the dramatic evolution of the underlying technology. Ten years ago, brands started to shift away from buying hardware to store data and implementing software stacks in the hope they could extract value. Today, cloud infrastructure underpins almost everything we do, personally and professionally. The way we access, analyse, activate, and share information has been transformed."
"When I met the AUDIENCES team earlier this year, I was immediately drawn to the way they have pioneered since 2022 their cloud native approach to solving for brands and data owners to securely activate their audiences directly from their cloud infrastructure. Instead of building yet another external platform, they have built an application designed to live inside an organisation's cloud environment, aligned to the modern data architecture that enterprises have already invested heavily in."
Experience across data, media, and technology has driven a shift toward cloud-native solutions for customer data activation. Cloud infrastructure now underpins how organisations access, analyse, activate, and share information, replacing on-premise hardware and siloed software stacks. Cloud-native applications can live inside an organisation’s cloud environment, enabling secure audience activation aligned to modern data architectures. A brand’s known customer base remains a highly valuable but often underused asset for media investment. Prioritising practical, secure activation of first-party data from existing cloud infrastructure can create more connected, effective, and sustainable marketing outcomes.
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