Cass Grimm

Cass Grimm

MarCom Specialist

Making Science at Quantum LEAP 2022

7 February 2022

This year, Making Science US will be participating in the Quantum LEAP Conference on February 8th and 9th, along with our partner, Quantum Metric. The event is 100% virtual, and also totally free of charge. It’s not too late to sign up!

At the conference, we’ll be discussing Digital Ultra-Optimization, which is how we combine:

  • Personalization in Advertising
  • Leveraging your First-Party Data

Read on to get a quick preview about our keynote session, Ultra-optimized programmatic: The next step for your tech stack.

Personalization in Advertising

In our last blog post of 2020, Why Personalization in Digital Marketing is Key in 2021, we suggested that personalization would be key in 2021. Not only were we correct, the term has evolved to “hyper-” or “ultra-personalization.” But what does ultra-personalization even mean?

At Making Science, we aim for creating a relevant experience (not a creepy one). To give one example, our team at ad-machina can create 1,000s of personalized ads and landing pages in seconds. If a traveler is searching for a kid-friendly hotel that accepts pets, first they will be presented with a Google text Ad with language specific to their search. Once they click on that ad link, they will reach a landing page with information about the kid/pet friendliness of the hotel, alongside imagery related to that search. In addition to landing pages, Ad-machina can also work on the homepage to adapt it to the search made by the traveler, adding another layer of relevance.

Another tool in our tech stack is Gauss Dynamic Creatives. This technology allows you to drive performance at scale and engage your audiences by delivering data-driven ads. These ads display the most appropriate product for the specific interests that each user has shown on your website.

This is how we achieve ultra-personalization.

Leveraging your First-Party Data

2021 was all about “first-party data” – searches for this term climbed measurably in 2021 months compared to the previous 12-month period. 

Europe’s General Data Protection Regulation (GDPR) was created in 2018 to protect the data and online privacy of its citizens. In 2020/2021, California, Colorado, and Virginia have all enacted laws which essentially provide the same protections as GDPR. 

Similar laws have only been proposed in many other states. However, if you have potential customers that live in Europe, or other states with laws currently signed it’s important to start thinking about Data Protection (and your own First-Party Data) yesterday.

You can learn more about other states’ laws and proposals in this NY Times article.

Tune in!

To learn more about how we’re revolutionizing personalization and first-party data, we definitely recommend registering for the event. You can do so here.

If you’re not able to make it, you can still get in touch. Send us an email to and we’ll be happy to help. We know the rapidly evolving digital landscape can be a bit intimidating to manage on your own. That’s why we have a team of experts dedicated to managing your digital strategy.