Modern media has changed. Laws have changed. Consumers have changed. Marketers face decisions: do you chase scale or do you personalise? Or does this new landscape really have the ability to hit the sweet spot: personalisation at scale? Perhaps the answer lies in the creative. Perhaps it lies in experience. Or simply in trust. A brand, an agency, and two tech platforms take on the biggest conundrum facing marketers: play in the walled gardens and lose transparency or stay outside and miss the scale.