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May 25, 2021

Personalization Works

Personalization Works: Aki Study

Aki Technologies

Few marketers doubt that personalization works but it’s still nice to see some proof. This study by personalization vendor Aki offers proper test vs control comparisons, although they only created a handful of segments and showed the same “personalized” ad to everyone in each segment. It does show the segment-specific messages beat generic messages and offers some details which groups are most responsive.

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Twitter Users Will Share Data for Relevant Ads: IAS Survey

Integral Ad Science

This IAS study relied on consumer surveys rather than behaviors, so it’s not as reliable as a real test. But you’ll still probably like the answers: 77% of Twitter users said they’re comfortable sharing data with Twitter for a better ad experience; 59% said they’re remember an in-feed ad if it was relevant to surrounding content; and 54% said they’re comfortable engaging with ads that appear next to “personal content”, whatever that means.

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Nielsen Finds 250 Companies Funding Hate Speech But Won’t Name Them

Nielsen

Switching back to hard data: Nielsen identified more than 1,200 website URLs containing anti-Asian hate speech and found more than 250 ad campaigns that ran on them, with a spend of $153 million in the first quarter of this year alone. The list includes a dozen Fortune 500 companies who were effectively funding hate speech but Nielsen pulls its punch by not naming them.

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