The following is a guest contributed post from Israel Alvarez, VP of technology for MobileFuse. Every year, advertisers and various ad tech platforms gather more and more data …
Every year, advertisers and various ad tech platforms gather more and more data about consumers, which, to date, has been largely used to inform how we target ads.
From the introduction of cookies and online retargeting, to the rise of mobile and leveraging location, to the latest push of uncovering more contextual data and layering findings into targeting, marketers have focused on taking a pre-existing message (designed by an agency) and using “big data” and machine learning to figure out who to send it to.
At the turn of the century, a popular concept took hold based on the confluence of computing power, large datasets and automated manufacturing: “Mass Customization.” The idea was to leverage these technologies in order to mass-produce goods that were still uniquely tailored to individual customers.