s day: a timely reminder, a genuinely useful comparison, a discovery they didn That gap is the one retailers have been battling for decades because personalization in advertising is multidimensional. Does it reflect what someone has actually done, like a category affinity, browsing or past purchase? In the world of commerce media, getting the transaction some of the time isn’t enough. The retailer truly wins when it crafts a shopping experience that creates consistent purchases by establishing a relationship with its customer that goes beyond a standard personalized ad.