Can programmatic personalisation save digital?

This article discusses the challenge for advertisers to improve audience understanding and data analysis with the aim of achieving a personalised UX throughout the entire customer journey.

Can programmatic personalisation save digital?

Celine SaturninoTotal Media

The growth of programmatic brings the promise of enhanced personalised advertising, but the challenge for advertisers is to improve audience understanding and data analysis, and be able to apply this across all channels to achieve personalisation throughout the entire customer journey.

Programmatic advertising

This article is part of a collection of articles on programmatic advertising. Read more.

A recent YouGov study found that 20% of UK consumers had activated ad-blocking technology in 2015 (an 80% year-on-year increase). The message from consumers was loud and clear: when it comes to...

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