Digital marketing and advertising do not operate like broadcast mass media (or at least they shouldn’t). Instead of the same standardized message being served to a mass audience, every single visitor to an online property experiences some degree of personalization. Whether it’s through opt-in subscriptions, saved user account preferences, or cookie-based targeting, your web experience isn’t the same as mine, quite often even if we’re on the same site.
The best way to demonstrate this at work is through a seemingly simple Google search. Google goes to great lengths to understand its users—and to understand them better than you might realize. It stockpiles all types of data about you and your preferences to deliver ...
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