Why I placed a bet on the open internet

After 19 years at Johnson & Johnson/Kenvue — in roles spanning brand management, digital marketing and, most recently, building and leading Kenvue’s first integrated media team — I decided it was time to get closer to the technology that’s really transforming marketing.

I’ve always chased the bleeding edge of tech, driven by the chance to change the world around me. In the past, that meant experimenting with early social platforms, testing creator marketing before it had a name and finding new ways to connect brands with consumers through data.

As I looked around the industry, it became clear that the next world-shaping frontier wasn’t more of the same “get ready with me” videos or 15-second TV ads; it’s the technology that underpins modern marketing and puts the incredible power to grow brands in the hands of agencies and advertisers. That technology isn’t new per se, but we are at an inflection point as an industry.

The ability to combine premium inventory on the open internet with the precision and fidelity of retail and commerce data is an opportunity that we as an industry have just begun to realize will define the next wave of media.

Now, I’m exploring that future firsthand in ad tech, helping brands unlock the potential of these data-driven connections.

The challenge every brand faces

Brands are up against unprecedented fragmentation, complexity and constantly evolving consumer behaviors. As a media buyer, I often found myself cobbling together data and insights from multiple sources — and lighting a few prayer candles for good measure — in an effort to make my investments work as hard as possible.

As an industry, we need more “and” strategies: solutions that bring together data, content and commerce to drive better outcomes.

Building a bridge between demand generation and demand capture

We hear the phrase “retail media is media” all the time now, but the reality is that advertisers often can’t actually buy “retail media as media” today.

While breaking down organizational silos is the dream, we know that it can take years to operationalize. The good news is that technology is finally starting to close that gap — connecting previously fragmented elements like on-site and off-site inventory with deterministic data and robust measurement.

Over time, this should enable brands to allocate their investments more effectively across the channels where consumers actually spend both their time and money. Ultimately, it can help brands make smarter choices and improve outcomes across the entire retail marketplace.

Retail data is the next wave of data

Retail data sits at the intersection of media and commerce — and it’s the key to powering this next wave of marketing. But it’s not just about targeting. It’s about earning trust through relevance and proving accountability through real-world outcomes in an increasingly opaque media ecosystem.

And as new data and measurement partners from categories like travel and finance become available, advertisers will be able to execute full-funnel, consumer-facing plans across the path to purchase with more transparent, outcome-based measurement.

What comes next

So where do we go from here?

First, advertisers need to widen their view of retail data — from being a component of shopper marketing plans to a powerful tool for improving broader media buys through real, deterministic data.

Next, there’s an opportunity to enrich strategies by layering multiple datasets to expand audience coverage. If you’re only using one dataset, chances are you’re leaving more consumers in the dark than you realize.

Lastly, it’s critical to define an integrated media and communications strategy — one that unites media, commerce and data. Without it, it’s impossible to truly manage and measure the impact of your investments.

We are standing at a pivotal moment for the industry. We have the opportunity — and the responsibility — to set the standard with premium media and powerful data. Getting there will take asking hard questions, real collaboration and the willingness to rethink what’s possible.

The Current is owned and operated by The Trade Desk Inc. This information is provided solely for background and is not a representation or guarantee of any future performance.