In an era where social media platforms like Instagram and TikTok control reach and data, brands are increasingly losing direct access to their fans. At the same time, fans' expectations for personalized, interactive, and immersive experiences are rising. As Managing Director of DEINS Solutions GmbH, Tom Nowak explains why organizations should no longer rely on third-party platforms – and how in-house engagement solutions can put control over data, user experience, and monetization back in their own hands.