By Dan Plant

In my last post, I discussed the idea that maybe our industry is “chasing the wrong dream in personalised advertising”. We have been working under the assumption that the more personalised an ad is the more effective it will be, because we know that people pay attention to things that are relevant to them and ignore things that are irrelevant. So we have made a leap of faith that if we create specific tailored ads for individuals to create maximum relevance then people will love those ads

But research says that this is a false assumption. In fact <a target=_blank Read full story ›

Source: The Drum