Retail marketing platform (and CDP) Ometria has raised a $40 million Series C, bringing total funding to $72 million.  Ometria assembles customer data and then uses artificial intelligence to suggest customer segments, identify campaign opportunities, and predict results.  Marketers still design their campaigns and messages, which can be delivered across email, mobile, websites, social, direct mail, and “more”.

Here’s a cheerful McKinsey report that finds 71% of consumers expect personalized interactions and 76% are frustrated when they don’t happen.  On the other hand, Digital Commerce 360 found that more shopper wanted the ability to opt out of personalization (52%) than wanted personalized product recommendations (32%) or web pages and search results (11%).

Pretty soon it will feel odd when you can’t click on an ad to buy something. PayPal is advancing that glorious future by transforming open web advertisements into fully functional storefronts. Somewhat related: Dentsu and Roku have advice on what makes shoppable TV ads succeed (hint: it’s more than personalization).