Brand marketers have been battening down the hatches as they navigate the current macroeconomic and geopolitical storm. While much of the conversation and strategizing has been around budgets and profit and loss (P&L) maneuvering with uncertainty clouding the horizon, it would be wise for brands to also allocate bandwidth to proactively devise a digital advertising strategy for 2023 and beyond. The “beyond” in this instance could be inferred as the paradigm shift from the era of personalized advertising to the era of personified advertising.