Anti-personalization: The best ad for one, is the best ad for all

In this article the authors highlight how a focus on data and martech may be undermining long-standing advertising effectiveness principles.

Over the last ten years, marketers and advertisers have become obsessed with the idea that more data is better; that never-ending complexity and one-to-one communication is the future, negating not only history itself but also the evidence which is piled...