Media Unleashed

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Personalizing Programmatic

By: Courtney Ou    March 27, 2019

As consumers, we’ve all been targeted with ads that either miss the mark or hit it out of the ballpark. In a world of custom subscription boxes, crafted playlists and endless recommendations for our next TV binge, we’re all used to having things perfectly personalized to our tastes and preferences. Why should our ads be any different?

In the world of programmatic specifically, there are different approaches we can take to answer the question of what exactly personalization means from a strategy perspective. We can think of personalization in terms of the actual website page the ad is serving on or the user the ad is being served to. Content personalization typically takes less of the technology stack and data, but is still an effective way to catch the user’s eye. At a time of increasing regulation when it comes to data (including GDPR), personalizing from a contextual standpoint can be the safest bet for marketers getting their toes wet in the space. Shopper personalization, on the other hand, takes a more advanced technology stack and deeper data insights to deliver effectively, but can really grab a user’s attention with callouts such as products last viewed, location, weather, etc.

At the end of the day, the biggest benefit to personalized creative is increased relevancy for the consumer. Whether that relevancy is tying into the content the user is reading or the personal preferences of the user, personalized creative can spark a deeper conversation with the buyer. It has the ability to tell the next chapter in the customer journey, providing the shopper with more reasons to interact with the brand and take note of the messaging in front of them. In a world of endless data and targeting that enables us to use that data to find our perfect consumer, shouldn’t we also be tailoring our messaging to go a level deeper and actually speak to our perfect consumer as well?