Personalization has grown increasingly necessary — but with new data privacy regulations, a strategy shift may soon be required. Today, personalization plays a key role in the effectiveness of digital marketing and advertising. In fact, 80% of consumers are more likely to make a purchase when they are presented with a personalized experience. Given this, it seems obvious that brands should be doing everything they can to make their ads as personalized as possible. And many are — but the complete picture, especially in regards to the future, is more complicated.