Marketing personalisation means showing people messages products and offers that match their interests. Instead of giving the same message to everyone a personalised message feels more helpful and friendly. For example a clothing store can show winter jackets to someone who lives in a cold area or show kids clothes to a parent. But to personalise content in a safe way companies must use data that users choose to share.

In the past personalisation came from tracking people through cookies without asking. This caused privacy problems. Today personalisation must follow the rules of the consent based era. This means websites can only use data when a user agrees. This makes the experience safer and more trustworthy. When users feel respected they share better and more accurate information. This improves the quality of personalisation.