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Audiences & Targeting
3 min read
Ad personalisation tailors the creative, offer or message a person sees to what you know about them — their interests, behaviour or stage in the journey. Done well it feels helpful and relevant; done carelessly it feels intrusive, which is why the how matters as much as the what.
Build a profile. Signals like past behaviour and interests describe the person.
Match to creative. Rules or models pick the message most likely to land.
Serve the variant. The tailored ad is delivered in the moment.
Learn and refine. Responses sharpen future personalisation.
Segment-level. Different creative for broad audience groups.
Behavioural. Messages based on what someone did.
Dynamic. Product or offer swapped in per user.
Contextual. Tailored to the moment and content, not the identity.
Relevance lifts response. The right message to the right person converts better.
Efficiency. Less spend wasted on irrelevant impressions.
Better experience. Useful ads beat generic ones for everyone.
The creepiness line. Too much precision can feel invasive.
Privacy and consent. Personalisation depends on data you are allowed to use.
Production load. More variants mean more creative to make and manage.
Data decay. Stale signals personalise to a person who has moved on.
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