The Rise of AI and Data Usage Are Blurring the Lines Between Personalization and Creativity

Largely because advertising is a science and an art

Discuss new partnerships, organizational structures and strategies for reliable measurement at NexTech, Dec. 6–8. In-person and virtual passes are available. Sign up now to save 25%.

Advertising today is fundamentally different than it was even five years ago. The industry has made tremendous strides by manipulating big online behavior-driven data sets and computing automation to get closer to the holy grail of one-to-one marketing. While one-to-one marketing is not entirely realistic or even efficient today, every major marketer is in the process of making their offers micro-targeted and more personalized.