Personalized advertising is the key to ensuring that advertising messages reach the most receptive and interested consumers. For years, the ad market has relied on age and gender as a proxy to match viewers with messages, but these general categories are often too broad. Not all men aged 18 to 49, for instance, have the same purchasing patterns and preferences.
The Move to True Personalization
With the advent of behavioral segmentations that are more closely
aligned by lifestyle, it became possible to add both nuance and focus to
consumer targets, moving beyond age and gender. Now, advanced
technology enables even more precise targeting capabilities, with
real-time dynamic ad insertion that offers advertisers further
Personalized advertising, also known as one-to-one advertising, has
been around for decades. But its form has changed with the increased
adoption of personal devices, cross-platform advertising, technological
improvements, and more advanced and detailed datasets linking consumer
As a result, it has never been more attainable to target and deliver
more individualized messages and offerings to current or potential
consumers. And there’s arguably no more efficient way to implement
personalization than through programmatic platforms.
To read the full article please go to the Videa blog.