In the golden age of advertising, brands gained presence through mass media, where the “megaphone” allowed broad reach. Then, technology and data helped unlock personalization. Personalization shifted spending below the line to great short-term effect, but created privacy and cost-effectiveness challenges. Today, we have entered a new era in which further shifts in technology and…

(SOURCE) https://www.adweek.com/brand-marketing/a-new-era-of-community-building-needs-a-new-model/