The Drum – The 3 Universal Truths of Personalization in a Privacy-First World

Last night, I saw a streaming TV ad for my local Chicago news station. Except I don’t live in Chicago; I reside 400 miles away in the Twin Cities. As someone who makes her living in digital media buying, I felt that cringe moment. Someone, somewhere, screwed up. Marketing dollars aren’t endless, and as a marketer, I pride myself on being a good steward of my client’s media budgets.

While data on my geographic location might not feel invasive, it’s one of the many touch points available for consumer targeting. But this data-based performance is only as strong as its data-based audience inputs.

This is why it’s critical to consider the three universal truths of personalization when planning and executing campaigns: transparency, relevance, and compliance.