Too Long; Didn't Read
As advertising technologies get better, user privacy keeps getting smaller. Google keeps an “advertising profile” on every one of its registered users that tracks their digital life. Facebook, on average, has 98 data points for each user that advertisers can use to tailor who they show content to. 90% of online consumers between 18 and 64 stated that they found personalization appealing in a 2017 survey. Meanwhile, many marketers want even more personalization than what is already offered. For example, research shows that 8 out of 10 marketers who used personalized ads see measurable increases in their ad performance.