"Personalized" ads do move the needle. It just depends on the audience. eCommerce brand, for example, and DTC companies use them on the regular to drive consume

"Personalized" ads do move the needle. It just depends on the audience. eCommerce brand, for example, and DTC companies use them on the regular to drive consumers to action and complete that purchase. For more technical audiences, cookie based personalization doesn't really work, and contextual advertising has higher conversions.