In today’s adtech landscape, winners aren’t those who serve the most impressions, but those who decode intent, adapt in real time, and engage before relevance expires. The traditional marketing funnel- awareness, consideration, conversion, is a relic of a bygone era. Built for predictable user journeys, it fails to capture the dynamic, intent-driven reality of 2025. But that funnel was built for a different era, one where user behavior followed a predictable sequence. Today, that model is obsolete as it no longer mirrors how people discover and engage with brands. The customer journey has evolved into a dynamic, intent-driven loop, shaped…