Data signals and insights could help "create standards for ad personalisation," according to Tim Bagwell, VP of WPP, part of Xaxis Ad Labs’s programmatic media unit. WPP 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.
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.