When it comes to delivering top-notch customer experiences, one size doesn’t fit all. And what motivates one shopper to convert may be completely off-base for another. This isn’t news to retail marketers. They’ve long acknowledged the importance of treating customers like the individuals they are, and delivering cohesive, personalized experiences across touchpoints. It’s important, though, that these goals inspire thoughtful, actionable strategies. So how well are brands executing? At Evergage, we look at questions like these every year in our “Trends in Personalization” study, conducted with Researchscape International. This year’s report, which contains insights from 314 marketers surveyed, shines a light on why brands are deploying personalization, along with challenges encountered and results achieved. Click Read More below for additional information.
Google this week began testing its controversial cookie-less tracking and targeting system, which relies on placing Chrome users into audience segments based on their web-browsing history, and then transmitting data about those segments directly to publishers.
The company has enrolled “a small percentage” of users in the United States and other countries in tests of its new, so-called “Federated Learning of Cohorts.”
The only way for people to opt out of the tests is by disabling third-party cookies in the Chrome settings — though Google plans to offer an opt-out control in April.
more at source: https://www.mediapost.com/publications/article/361905/google-begins-testing-browser-based-ad-targeting-i.html