Personalized advertising is an oxymoron

This article argues that personalised advertising can provide new value opportunities for customers and companies, but that personal advertising misunderstands how advertising works.

Personalized advertising is an oxymoron

Faris Yakob Genius Steals

Consumers want personalised brand experiences, but not creepy retargeting ads through permission-less use of their personal data. Brands must re-engage at a cultural level, obtain consent for use of data, and create mass visibility for the brand through a balanced value equation.

The Admap Prize 2016 This essay was Commended by The Admap Prize 2016 judges. For more information visit the Prize page.

In 1999, Stephen Spielberg was in pre-production for the film Minority Report, an adaption of Philip K Dick's short story. He...

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