For some reason, many proponents of Web3, including those who have made careers in marketing, have a problem with targeted or personalised advertising. This is because for targeted advertising to work, it needs personal data. The data for services trade-off has been begrudgingly accepted by most consumers. It’s not just ‘Big-Tech’ that does it. Remember those in-store Read more…
AI based, personalised social videos are now possible. Machine learning is reducing the barriers to personalisation that have required agencies to create prohibitively complex combinations of copy and marketing assets to give that truly one-on-one feel. Until Apple decided to play global-data-cop, The promise of digital and data has been the ability to be more efficient with Read more…
Or… What iOS14 means for you. Should consumers have a right to know what information is collected about them and how it is used? Yes. Should publishers of dubious content that is designed to generate traffic to increase advertising revenue be ‘punished’ (Tim Cook’s words) for causing real world harm? Probably yes. Should small businesses who use Read more…
Personalisation has been a buzzword for over 20 years. Yes that’s right. Ever since websites have had user accounts, the dream has been to target relevant content and advertising, thus getting a better ROI for marketing spend. In more recent times, Ecommerce has driven innovation of personalisation techniques, from recommendation engines to re-targeted advertising. Content Management Systems Read more…
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