Strategy

The marketing industry's earned media category conflates fundamentally different activities with different economics. An owned vs. rented framework better predicts which investments create lasting value.

The way brands grow has changed forever. Algorithms decide reach. AI systems decide visibility. Platforms decide distribution. Discovery is no longer a list of links. It is a single synthesized answer delivered by a model that may not send users to your site at all.

AI is rewiring how discovery works. If you don't own your data, content, or distribution, you're renting your future from algorithms that don't owe you anything.

Platforms reward visibility on their terms, not yours. When distribution lives elsewhere on YouTube, Instagram, TikTok, or Facebook, your reach, data, and growth strategy can change overnight without notice.

What's your algorithmic risk score? Use this framework to measure how much of your growth depends on platforms you don't control and build a migration plan.