Why publishers are getting more serious about personalization

For years, marketers have dreamed of the day when they can communicate one-on-one with people on the internet. A growing number of publishers are sharing those dreams too, and they are investing heavily in making that happen. At the 2016 Media Technology Summit held on Oct. 6, publishers and marketers discussed how they can now tailor the messages, offers and content they serve to audiences, no matter which device they’re on. The idea of customizing one’s site based on who has visited it isn’t new. But technological and cultural challenges have stood in the way, particularly for publishers, who have to balance the integrity of their editorial brands with bottom-line worries. Despite that, publishers are getting more serious than ever about customization to keep audiences on their owned and operated…

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