There was a time when a Diwali ad gathered a nation into one feeling, one story, one memory. Today, those moments are fractured into personalised prompts. In chasing efficiency, Joshi writes, brands might lose the connections that once made them matter.
True
personalisation
If brands speak to everyone individually, do they risk meaning nothing together, asks Prasoon Joshi
creativity
oped
personalisation
Easier than ever, riskier than it seems: the trap of personalisation
personalisation
The challenge, in the AI age, is making personalisation helpful without feeling like surveillance, says Colleen Ryan, partner at TRA.
Ads next to 'brand unsafe' content deliver stronger results, research finds
brand reputation
brand safety
personalisation
Brand lift of 40% on 'unsafe' content was observed versus 18% on 'safe' content.
How the right audience data can future-proof your marketing strategy
eyeota
first party data
personalisation
privacy first
Personalisation, first party data, and ID agnostic solutions that go beyond third-party cookies should be essential elements of a forward-looking marketing strategy, says Eyeota’s Trent Lloyd
The future of marketing lies in one-to-one personalisation
personalisation
Attentive’s Amit Jhawar explores whether SMS is the new way forward for marketers to engage with their customers.
APAC adtech leaders react to Meta's potential ban from creating personalised ads
adtech
media
personalisation
Europe's top court has backed the German antitrust watchdog's ruling that Meta cannot profile users across its platforms and the web without real consent. Campaign finds out what this means for Asia Pacific.
The importance of delivering a personalised experience in times of privacy
data
personalisation
privacy
Privacy can no longer be a business afterthought; it must be a strategy from inception, says Cybage executive.
How will Apple balance privacy and personalisation as it grows ad business
apple
data privacy
personalisation
privacy
Industry experts predict how iPhone maker will construct its rumored DSP to appease privacy-conscious consumers, regulators and an ad industry disgruntled by its tracking restrictions.
Close to half of all consumers prefer privacy over personalisation — Gowthaman Ragothaman
personalisation
privacy
The CEO, Aqilliz and co-founder, Web3 Marketing Association, spoke about the way digital will take over traditional spends in 2025 on the final day of Goafest in India.
How activewear retailer Squatwolf boosted ROI by 74% with Meta
digital marketing
meta
personalisation
How activewear brand Squatwolf thrived in the pandemic, using Meta business tools to harness the power of its data.
A marketer roadmap to the future of customer engagement in 2021
automation
marketing
personalisation
salesforce
In an era when customers are expecting brand communications to be convenient, seamless and empathetic, marketers need to step up their digital transformation game.
How to unlock B2B marketing ROI through connected experiences
b2b
data
personalisation
roi
Personalising individual experiences may no longer be considered an 'extra' offering in B2B marketing.
Why cross-category marketing works in China
personalisation
Partnerships between two different categories such as fashion and art opens a brand up to new consumers and markets.
Consumers don't believe use of personal data leads to more relevant ads, report finds
data
groupm
personalisation
GroupM gathered insights from 14,000 middle income consumers across 23 countries.
The personalisation trend is a puzzle that needs solving
gartner
personalisation
The trend of brands combining personalisation engines and customer data platforms is risky but can be managed with careful observation.
Luxury 2030: The rise of personal luxury experiences
china
luxury
personalisation
Luxury consumers will only get more demanding in the future, and the key to attracting a new generation of buyers will be greater personalisation.
Are marketers right to turn their backs on personalisation?
advertising
digital
marketing
personalisation
Four in five marketers are reportedly planning to stop investing in personalisation. Are they right?
'Personalization' is marketing word of the year, according to ANA
marketing
personalisation
Last year's was 'brand purpose.' Which is actually two words.
Most marketers will abandon personalisation, study predicts
advertising
digital
gartner
personalisation
privacy
Gartner for Marketers report predicts 80% will stop investing in personalisation over next five years.
How YouTube helped Decathlon drive personal ads at scale
case study
decathlon
personalisation
video
youtube
CASE STUDY: The sports retailer wanted to get more from its video ads, and sought to increase their personalisation and relevance.