Consumers want personalized experiences. We all know it. But delivering on this mandate is a challenge—to say the least. It requires knowing each customer (and potential customer) holistically so you can identify and accurately reach real people across devices and interactions over time with relevant messages.
Amazon's on-site ads business, in which brands pay the online shopping behemoth to have their products spotlighted, was a masterstroke when it debuted a decade ago. Amazon's website already excelled at sales, and now the ads business folded in an entirely new revenue stream as brands paid for access to coveted audiences—just like they had long bought ads on TV, radio, and media websites. It