This white paper examines how media and entertainment companies can modernize their marketing data stacks to address fragmented channels, shifting audience behavior, and increasing privacy expectations. It highlights three forces reshaping marketing strategy: artificial intelligence, data gravity, and privacy-first design. The document explains how generative AI and data agents unlock value from unstructured data such as streaming behavior, in-game telemetry, and audience sentiment to enable hyper-personalized campaigns. Centralizing data reduces movement, improves recency, and supports real-time activation from governed data estates. Case examples illustrate gains in campaign speed, personalization, and operational efficiency, while privacy-preserving tools such as clean rooms and upstrea

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