I work in marketing. A lot of ad-spending is waste, and it's one of the easiest cuts to make when facing a downturn. I'm not sure what point you are trying to

I work in marketing. A lot of ad-spending is waste, and it's one of the easiest cuts to make when facing a downturn. I'm not sure what point you are trying to make vis-a-vis personalization. Personalization is not actually a huge driver of ad effectiveness - but targeting is.