How marketers can use data to deliver on-brand promises in a targeted way

Highly targeted and personalised ads may not translate to higher profits, according to research published earlier this year by professor Pedro Gardete at Stanford Graduate School and Yakov Bart, a professor at Northeastern University, Massachusetts. In some cases, they claim, the most effective strategy is for consumers to keep information private and for businesses to track less of it – which is the opposite of current thinking.
The pair used game theory to build a mathematical model enab