The Ad Changes With the Shopper in Front of It.

The article deals with advertising technologies that enable marketers to personalize in-store advertisements based on the products purchased by consumers. Dunkin' Donuts tested the technologies in Buffalo, New York, while Procter & Gamble conducted its test in Germany. According to marketing executives, more studies should be conducted to determine which the best advertisement to display in stores. Andy Murray of Saatchi & Saatchi X expresses his doubts on the effectiveness of the technologies.