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Personalized Digital Advertising: How Data and Technology Are Transforming How We Market by Diaz Nesamoney

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14. Measurement, ROI, and Optimization of Personalized Ad Campaigns

Reporting and measurement of personalized ad campaigns are critical to marketers. In the earlier days of dynamic creative optimization (DCO), when ads were not quite personalized, a lot of performance data that was collected was often used to determine which creative performed the best.

With personalized ads, the creative variants of an ad can quickly get into the hundreds and thousands, and so collecting very fine-grained data about each creative variant that was delivered and on what site and placement it was delivered becomes very critical.

Often various programmatic media strategies are employed in a campaign (e.g., retargeting), and in such cases it is important to record ...

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