Customers today expect an individualized experience, especially in the mobile arena. Across channels and contraptions, patrons are more likely to act, buy, and put forward when dealers serve up messaging that’s tailored to their wants and needs. The past year saw a greater center around smarter segmentation and look alike, or predictive modeling, that have ended in a boost in ordinary programmatic ad performance. In addition, custom-made emails, product specific ads and cross device era all play a role in reaching the proper audience with the proper message at the right time. These are becoming especially vital with the emergence of micro moments – those instances where people reflexively turn to a device to act on a are looking to learn/do/discover/watch/shop.