Inside the FQ Lounge at Advertising Week: When Media, Commerce, and Culture Collide

This is the first in a four-part series capturing Rokt’s conversations at the FQ LOUNGE™ during Advertising Week

The marketing landscape is rapidly changing. Traditional lines between content, commerce, and community are blurring, creating a convergence that impacts everything from measurement to media strategy.

This central theme was explored in the FQ LOUNGE™ kickoff panel, Media That Moves: Winning the Convergence. Moderated by Maggie Milnamow, Chief Revenue Officer at Business Insider, the panel featured marketing leaders navigating this shift: Tracy-Ann Lim, Chief Media Officer at JPMorgan Chase; Andrea Zapata, VP of Advertising Data at T-Mobile Advertising Solutions; Carley Caldas, SVP of Marketing & Creative at eos Products; and Ashley Firmstone, SVP of Global Enterprise at Rokt.

The discussion went beyond tools and channels,focusing on decision-making in an era of data overload, the promise and pitfalls of AI, and the urgency of building teams designed for agility.

Measurement is broken. What’s next?

The days of chasing vanity metrics are over. Tracy-Ann Lim emphasized a shift from  “media in the waiting room” to media that drives business outcomes. That shift requires leaving behind performative KPIs in favor of data that actually reflects human behavior.

We have to stop relying on surveyed information,” Lim said. “Impressions? Who cares. Real people, real responses, that’s what should shape the maker agenda.

Andrea Zapata agreed, adding that her team at T-Mobile is laser-focused on measurement that spans the full funnel, from awareness to conversion to ROI. “We're marketers building for marketers,” she said. “And that means being relentlessly clear about what success looks like, for us and our clients.”

AI is a tool, not a strategy 

While AI has become marketing’s favorite buzzword, panelists were quick to separate hype from practical application.

Ashley Firmstone described AI as a “multiplier,” effective only when paired with strong underlying data and human oversight. 

If the pipes are messy, what you’re generating through AI won’t make sense,” she said. “We’re integrating AI into campaign optimization, but the strategy and storytelling still have to be led by humans.

Carley Caldas offered a consumer brand perspective, calling AI “the sewing machine for today’s creative teams.” At eos Products, AI helps scale content while staying true to brand standards. “It’s a tool to enhance, not replace, our craft,” she said.

Still, even with the excitement, the panel returned to fundamentals. “We’re heading toward oversupply of content and an overstimulated audience,” Lim noted. “The brands that win will be the ones that don’t lose sight of strategy and storytelling.”

‍Timing is everything, and the Transaction Moment™ is the opportunity

For Firmstone, breakthrough relevance hinges not just on the message, but on the moment.

“I’m a working mom with a two-year-old,” she said. “When is a brand going to reach me at the exact point when I’m ready to buy?” That’s the question marketers need to answer. And for Rokt, that answer lies in the Transaction Moment, the brief but high-intent window between browsing and buying in ecommerce.

“It’s not about forcing attention,” she explained. “It’s about meeting customers when they’ve already chosen to engage.”

The marketing playbook is being rewritten in real-time

As the conversation concluded, offered advice for leaders navigating the uncertainty of convergence.

Firmstone emphasized agility: “Optimize in real time. If you’re relying on historical data, your strategy is already outdated.”

Lim urged leaders to rethink how their teams operate: “Travel as a tribe, travel as a herd across all the different organizations that you are going to need to lean on... make sure everyone you think you're going to need is in it from the start.”

Zapata reminded the audience to lead with curiosity, and listening. “Bring people with you. Don’t just test new things, invite your partners to help shape them.”

And Caldas? She cautioned against chasing trends for trend’s sake. “Just because it’s new doesn’t mean it’s right for you,” she said. “Know your consumer. If it won’t build your business, let it go.”

Next in the series

Stay tuned as Rokt continues its week at the FQ LOUNGE™ during Advertising Week. In our next recap, we’ll dive into how ecommerce leaders are rewriting the loyalty playbook.

 See how leading marketers unlock value in the moment that matters most.