South Africa, Nov. 4 -- Today, as technology, data, and audience behaviours evolve at unprecedented speed, the industry faces a pivotal inflection point: How do we move beyond performance media to embrace connected intelligence?

Globally, the media landscape is undergoing a profound transformation. TV, digital, retail media, and commerce are converging into a unified consumer ecosystem. The emergence of Connected IDs - tools that recognise audiences across devices, platforms, and transactions - is revolutionising how media is planned, activated, and measured.

Imagine a consumer streaming a cooking show on a connected TV, purchasing ingredients via an e-commerce app, and later engaging with a grocery delivery ad on social media. Connecte...