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  1. The biggest illusion in digital marketing is that personalisation adds value for the user. Over and over again research with consumers consistently finds they hate it. They find it, at best, “creepy” and at worst intrusive. It is the single biggest reason given for people leaving Facebook. There is no research to show it improves ad performance in any way. It alienates consumers, brings no benefit to advertisers, just makes money for the data processors. I challenge anyone who disagrees with me to post a link to a proper empirical study showing how it either improves ad performance or is liked by users.

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