10. Data, Events, and Rules

The idea of personalized advertising is really about combining three things: data about individual preferences or their environment, rules and algorithms to process this data and determine what messages and creative elements to show an individual, and measurement of engagement outcomes to enable further optimization of the rules and algorithms.

Data Signals and Events

Today we have significantly more kinds and sources of data and event “triggers” that can be used to deliver targeted and customized creative and messaging to consumers:

Profile data: Profile data includes data about users and the audience segments they belong to, such as males, females, age groups, purchasing habits, income, household metrics, etc. ...

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