David Rothkopf, author of The DIRHAM Framework, argues that the PESO model (Paid, Earned, Shared, and Owned media) no longer functions as effective localized distribution strategies. He argues that publishing great content and relying on search engines, social feeds, and audience for delivery of content no longer holds an effective role in localizing content. The DHRHAM framework was created to help teams allocate budgets and map campaigns across channels, but it failed to address the real strategic challenge of localizing your content. Rothpf argues that this shift in distribution strategy is a three-stage cycle: run small tests across multiple creative variations, use AI performance tools to identify which executions are generating genuine signal, then scale selectively into what is actually working. He also suggests that creative spending should be evaluated before spending.