Audience journeys aren’t just fragmented—they’re fluid, unpredictable, and increasingly shaped by the AI evolution. And as linear gives way to CTV and the open web is redefined, the era of “buying media” is giving way to something far more powerful: engineering outcomes. In this conversation, leading marketers are moving beyond siloed strategies to build connected systems that drive real results in real time. From breakthrough ad experiences that actually earn attention to smarter ways of turning every touchpoint into a performance engine, unpack how the most effective brands are collapsing the divide between brand and performance to turn complexity into competitive advantage.