We're living in state of what Marc Allsop, head of EMEA at Rokt, calls a "paradox of choice" - a marketplace where consumers are overwhelmed and brands struggle to know where to meet them. The noise creates friction, disengagement and wasted spend. At the same time, though, it creates an opportunity for those who can cut through with relevance. For marketers, this raises a fundamental question: how do you know where to meet consumers - and how do you make that moment count?