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Don’t creep me out! Here’s how to get personalization right in programmatic
With so much data at our disposal, there's a fine line between relevant and creepy. Columnist Grace Kaye shares strategies for getting the right level of personalization in programmatic.
Programmatic is one of the most exciting channels for personalization. We have lots of data at our disposal, which we can use to tailor to whom we show ads, when we show it to them, and what we show them. Amazing.
But not always amazing. There’s a fine line between relevant and creepy, and if you cross to the bad side, it can be catastrophic for performance and brand reputation.
The problem is that the line is not fixed; every brand and every campaign is unique, along with the level of personalization that works best. In this post, I’d like to share my two top strategies for finding what the right level is: Master your targeting, and master your brand. Read on for the path to non-creepiness.
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