Advertising personalization doesn’t work

Of course, everyone toting advertising personalization has no idea how advertising actually works.

Or that personalized advertising a la algorithms is an abject failure. Personalized advertising is a contradiction in terms.

Advertising by its nature is a public act to be recognized and shared in public. That’s how it works.

Want to optimize advertising? Produce better creative with a better story that reaches more people more deeply. The kind of creative and story that shifts culture.

It’s not easy. It’s hard and expensive. That’s why everyone is looking for shortcuts and hacks and other nonsense.

Which is simultaneously delusional, stupid and hilarious.

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