Instead, startups like Northbeam have emerged to fulfil those roles for the modern age. In particular, Northbeam provides services for e-commerce intelligence. That means applying machine learning and first-party data to drive more efficient and scalable marketing strategies.

Northbeam received substantial funding in 2022 that is being used to expand its machine-learning capabilities, especially useful since the 2021 Apple iOS updates. These updates made it more difficult for brands to track consumer behavior across the internet and to accurately advertise to the users most likely to buy their products. Machine learning advances will undoubtedly help Northbeam get ahead of this curve.