Are Media’s Blake Talarico Says Marketers Have a Signal Quality Problem, Not a Data One.

Why It Matters

High‑quality intent signals let brands target more precisely, driving higher revenue and stronger brand perception in a privacy‑constrained market.

Key Takeaways

• Marketers need stronger intent signals, not more raw data.
• Are Media unifies 8 M+ authenticated users with privacy‑by‑design.
• Intent‑based placements boosted average order value by 89 %.
• Fragmented identifiers and AI increase data volume but dilute clarity.
• Future advantage lies in interpreting signals, not just connecting systems.

Pulse Analysis

The marketing landscape has moved beyond the old mantra of "more data equals better insight." Privacy regulations such as GDPR and Australia’s Privacy Act have fragmented identifiers, while AI tools flood organizations with raw signals that often lack context. This shift forces marketers to reconsider the value of sheer volume and instead prioritize the quality of the signals that actually drive consumer intent. Companies that continue to chase scale without improving signal fidelity risk drowning in dashboards and noise, ultimately making slower, less confident decisions.

Are Media illustrates a new approach by constructing a unified, privacy‑by‑design data foundation that captures the behavior of more than 8 million authenticated users, primarily Australian women. Rather than aggregating anonymous identifiers, the platform focuses on observable actions—what audiences read, watch, save, and revisit. By treating these behaviors as intent signals, Are Media transforms a traditional data ecosystem into a "house of intent," enabling 1:1 addressable targeting that respects privacy while delivering richer, actionable insights. This model demonstrates how a well‑engineered infrastructure can amplify the value of each data point.

The practical payoff is evident in a recent campaign with fashion retailer Strand, which shifted from broad reach to intent‑focused placements across Marie Claire, ELLE and WHO. By aligning ads with moments of active consideration, the brand saw an 89 % increase in average order value and measurable gains in revenue and perception. The case underscores that the next competitive edge will belong to marketers who can interpret high‑quality intent signals, prioritize what matters, and translate insight into decisive action, rather than merely connecting more data sources.