This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

Why it matters

Micro targeting different segments is expensive and inefficient, costs go up and audiences become saturated with the same messaging. Machine learning is set to transform segmentation as we know it. The fastest growing advertisers are moving away from prescribed targeting and manual optimisation and laying their trust in signals from machine learning and automation.


  • The new path to marketing success is to leverage as much signal data as possible, not as much targeting as possible.
  • Look for similarities between audiences where possible focusing on the minimum amount of personalisation for the maximum amount of impact.
  • Three rules when letting go of traditional targeting – make data work together, trust the machines, respect the similarities of digital channels.

The beginning of the end of personalisation as we know it