Can programmatic personalisation save digital?
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.
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 intrusive and badly placed advertising, they have had enough. The rise of ad blocking in 2015 is the industry's biggest wake-up call to re-evaluate the quality and quantity of advertising served to consumers.