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

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23. Industry Perspectives

I was inspired to write this book by conversations with some key people in the media and advertising world who all seemed to have a common vision that advertising needs to change and become much more relevant, engaging, and in the moment. They all felt, as I always have, that the industry has largely been repeating the model of “throw a lot out there and see what sticks,” even for digital advertising, where we actually can render precisely crafted and targeted messaging on a one-to-one basis to create a dialogue with consumers.

Yes, sophisticated technology was needed to make it all happen, but more importantly, a change in mind-set and attitude among marketers, agencies, and media companies was needed, as was a commitment ...

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