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

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18. Technology for Developing Data-Driven Advertisements

Several pieces of technology come into play to bring a data-driven personalized ad campaign to reality.

Ad Development and Production the Old Way

The process of developing ads for personalized ad campaigns is very different from the traditional methods of ad production. With nondynamic ads, of course, the process is very linear and simple. An ad gets coded, tested, and instrumented with appropriate tracking, and then it is launched.

Many dynamic ad campaigns initially tried to use this same process and tools, but the number of possible variations of creative very quickly overwhelmed the creative production and QA teams. For campaigns with a minimal number of creative variations (say 3 ...

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