Adaptive content. Omni-channel marketing. People-first marketing. Personalized marketing. Personalization. Whatever you want to label it, they all speak to a similar concept: the idea that data and technology can be used to deliver a more tailored experience for consumers, and in turn, a more-effective one, regardless of what device they are on.
Organizations on all sides of the advertising landscape are investing in personalization tools. Ad tech vendors, agencies, publishers, ad networks, and exchanges are readjusting their value proposition to emphasize their ability to help advertisers use this technology to reach their customers more effectively.
