• by Gavin O'Malley , Staff Writer @mp_gavin, August 23, 2016

No amount of data is going to enable the level of ad personalization that brands are looking for, according to Matheus Barros, Founder & CEO of Brazilian ad agency CUBOCC.

It was an unexpected message to hear at MediaPost’s Programmatic Insider Summit, on Tuesday, which made it all the more intriguing. 

Barros said the only way to know that you as a brand have achieved maximum personalization is when a consumer is emotionally moved by your message.

It’s “really hard to get that from data,” said Barros. As such, “We’re living in a post-demographic era.”

More broadly, Barros said he hope the programmatic industry goes to a better place, “where we can explore more performance.” To achieve that goal, he said, “I think we should follow the consumer.”

Indeed, “That increases the possibility to do better advertising.”