StackAdapt CTO Yang Han knows a thing or two about personalization in advertising. He has been a driving force behind dynamic retargeting technology that helps advertisers serve hyper-relevant content to consumers. We sat down with Yang to go over how dynamic retargeting works, why personalization is so important in today's digital ecosystem, and what lays ahead for the future of personalization technology.
Q: How does dynamic retargeting work?YH: StackAdapt's dynamic retargeting can identify what the user is browsing on the advertiser's page, and use that data to show them a personalized ad. This requires no extra setup on the advertiser's end and no manual uploads of ad combinations.
Q: Why is personalization in native advertising so important?
Q: Why do native advertising and personalization go together so well?
Q: What sort of results have we seen thus far and what do those results tell us about personalization?
Q: What would a marketer be missing out on if he or she chose to forego personalization as a marketing tactic?
Q: What challenges still lay ahead for personalization in advertising?