Post by MetaRouter

Netflix resets your recommendations before you've crossed the room. Walmart turned real-time customer understanding into one of the fastest-growing sectors in advertising. You have the same data. So why do your experiences still lag? Our CEO Nikhil Raj in The Drum: the gap isn't data or AI — it's infrastructure. Signals trapped across disconnected systems get stitched together long after the buying moment has passed. AI only inherits those limits. The shift now underway: from customer intelligence to customer context. A new category — Customer Context Infrastructure (CCI) — runs inside your own cloud, so context follows the customer instead of getting lost between tools. For years you benchmarked against the most creative brands. The next battleground is infrastructure. Read Nikhil's piece. Link in the comments. 👇 #RetailMedia #CustomerContextInfrastructure #MarTech