Hyperpersonalization
Definition
Hyperpersonalization refers to a very fine-grained adaptation of content to individual user contexts.
In the e-commerce application described here, content should be available not only for a broad target group but for user-specific selection. Vempati et al. investigate the automatic generation and evaluation of many advertising banners. Their contribution mainly addresses the material for a personalization engine, not its complete decision logic.
Simply explained
Imagine a shop window with different motifs for different interests. Many prepared motifs allow for finer selection but do not guarantee that a person's taste is correctly recognized.
Why it matters in practice
Finer selection requires suitable content variants and a comprehensible selection goal. The technical generation of variants and their assignment must be evaluated separately.
Example from business
Possible example: An online shop tests different approved image motifs for various interest contexts instead of showing the same banner to all visitors.
Limits and pitfalls
- Many variants alone do not prove suitable personalization. Statements about effectiveness should be verified by a defined test; the cited research example does not imply a general sales guarantee.
Origin & history
Vempati et al. published the cited version in 2019. They describe banner generation, layout formation, and ranking evaluation as components for user-related personalization in fashion retail.
Use in mid-sized companies
- A small test with clearly limited motif variants and documented selection criteria is conceivable. A manual visual inspection remains sensible for every actually used motif.
Frequently asked questions
Does the paper investigate the entire personalization engine?
No. It focuses on generating inputs for an existing engine.
Is hyperpersonalization already achieved by many banners?
No. The assignment to the person or usage context is a separate step.
Sources
- Enabling Hyper-Personalisation: Automated Ad Creative Generation and Ranking for Fashion e-Commerce · Vempati et al. (2019): Enabling Hyper-Personalisation: Automated Ad Creative Generation and Ranking for Fashion e-Commerce
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