OuterSignal’s @​noahsfriedman thinks the last decade of “personalization” failed because it wasn’t very personal in the first place. “You bought this, you might like that. It has no context on who you actually are as a person.” “That’s really been the failed promise of personalization for the last decade.” “It’s all based on Jordi clicked on this ad, or he came in through this landing page, and he bought this product.” “And the outcome of that, whether it’s an agent recommending it or the brand on email or just the landing page, is that it feels highly impersonal.” “The next layer, the next frontier, and the one that we’re ushering in, is to say, like, ‘Who the hell is Jordi?’” “Did he just post on his Instagram last week that he got a new Ferrari? That’s really important context for me to know.” ▻