‘Differential Personalization’ – hmmmm. A new two dollar word? Well, not so new. It’s been around for a while, academically and in the healthcare world.
But it is new to the world of advertising and analytics. Basically it is the practice of anonymizing individuals in a group of ‘cohorts’ (people with like behavior) by adding in some random noise. It’s personalization without knowing the data at an individual level.
It’s a new big thing in the new privacy-first reality that advertisers, publishers and analytic folks now live in…’Quasi-personalization’, I guess you could call it.
A lot more on this whole privacy topic to come. But look, don’t I stand out from my cohorts? (I’m the handsome, happy one)!