This article is part of a series of articles on personalisation. Read more.

Personalisation is a much maligned and misused phrase. For some it is the saviour of the industry, the silver bullet that will transform marketing. For others it is an unpopular and overused tactic that risks damaging our contract with consumers.

The answer, as with most things, lies somewhere in the middle. It’s not a fundamentally new and transformative form of marketing, but it is a potentially interesting and powerful new tool with far reaching consequences for how we communicate. Yet for the potential of it to be realised requires a shift in thinking and approach.

With the rise of addressable TV, we need to make sense of this fast. As it becomes increasingly commonplace to deliver personalised video advertising at an individual and household level, more and more of our marketing has the potential to be personalised. We need to make sure we know what to do with that power so we don’t waste or misuse it.