Data signals and insights could help "create standards for ad personalisation," according to Tim Bagwell, VP of Xaxis Ad Labs, part of WPP’s programmatic media unit. The company is also working with the U.S. Department of Homeland Security on a pilot program that will allow advertisers to target ads based on their location or other data points about them. However, the mass of signals and linear creation of content is hampering many marketers.
Data signals and insights could help "create standards for ad personalisation," according to Tim Bagwell, VP of Xaxis Ad Labs, part of WPP’s programmatic media unit. Xaxis Ad Labs looks at the data signals outside the advertising creative, environmental signals and language, and uses them to try to understand customers thus better personalising ads. However, the mass of signals and linear creation of content is hampering many marketers.