Editor’s Letter: The Real Big Game for Marketers Is Engaging With Consumers Individually

The scale-based advertising of the Super Bowl is increasingly an anomaly

Enveloping this month’s Digital Transformation Playbook, which is focused on the burgeoning trend of personalization as an important marketing avenue, is Adweek’s annual Super Bowl issue. It’s an interesting pairing and underscores a shift in the brand-marketing ecosystem—from the power of many, to the power of one.

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This story first appeared in the Jan. 29, 2018, issue of Adweek magazine. Click here to subscribe.