Digital platforms open up new opportunities to reach people wherever they are on multiple devices and to pick up reams of data to feed into marketing campaigns. But with thousands of forgettable, repetitive ads coming at people every day, the challenge is not merely to blend into the background noise, but to offer relevant and personalized communication.
The second Adweek Executive Lab, which took place on Tuesday in New York and was sponsored by Tapad, included several discussions about using data to achieve personalization.
Christian
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