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In this clip from Genuin Connections, recorded live at POSSIBLE 2026 in the Genuin Suite at the Fontainebleau in Miami Beach, Scott Hendrickson, Chief Revenue Officer at Firmly, makes a blunt case for what publishers, apps, and brands need to do as LLMs eat into traditional attention channels: build better, data-rich relationships with customers — or get left behind. Host Matt Wurst, CMO of Genuin, draws out Scott's step-by-step framework for merchants and media companies starting to use first-party purchase data: drive better conversion, then activate the data to re-engage users intelligently, then service them at a true individual level in ways previously impossible. Scott points to Uber as the benchmark for what data-driven customer understanding can look like, and argues most publishers and apps are further behind than they realize — but can close the gap faster than they think, given the pace of the technology.
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Posted in Genuin Connections. Dive deeper into ideas from guests on the Genuin Connections Podcast, some of the brightest and most accomplished leaders in our space. From marketing to product to tech: lessons, bold opinions & strategies and more. Share takeaways, challenge assumptions, and apply insights to your own journey.
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