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Turns out, the transition from a digital generic advertising experience to a personalised one has been smooth. Across the globe, leading e-commerce players facilitated the growth of personalised user experience, using the browsing and search history of the user to help them with relevant product ads. Today, for an average consumer online, a personalised experience is a routine. For the advanced consumers, who have spent over a decade surfing through the internet, anything outside the norm of a personalised experience is a disruption. From our emails to push notifications, personalised experience from any app engulfs our smartphone experience. …

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