Programmatic is one of the most exciting channels for personalization. We have a lot of data at our disposal, which we can use to adapt to whom we show advertisements, when we show them, and what we show them. Unbelievable.
But not always amazing. There is a fine line between the relevant and the terrifying, and if you go the wrong way, it can be catastrophic for the performance and reputation of the brand.
The problem is that the line is not fixed; Every brand and every campaign is unique, with the level of personalization that works best. In this post, I would like to share my two best strategies for finding the right level: Master your targeting and master your brand. Read on for the path of the non-scary.
[Read the full article on MarTech Today.]
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