TLDR Tech / Marketing
Should you build your own audience stack in the AI era?
AI has made it much easier to build audience-platform features, but it hasn't eliminated the complexity of running them reliably. Building in-house still means maintaining integrations, sender reputation, and compliance over time. The decision should depend on whether a company has the resources to support the system long term, not just whether it can build the software cheaply. For many publishers, buying the infrastructure may still make more sense.
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