The short version

Mark Ritson predicted on November 19, 2024: “2024 was also the year that platforms stopped selling personalisation and started selling mass reach much harder” Verdict: Partially right. A later 2025 source shows Ritson still emphasizing against hyper-personalization and towards broad activation, which supports the directional shift of the forecast. However, the supplied materials don't independently prove the market-wide claim of…

Prediction by

Mark Ritson

On November 19, 2024

“2024 was also the year that platforms stopped selling personalisation and started selling mass reach much harder”

Follow-up

A later 2025 source shows Ritson still emphasizing against hyper-personalization and towards broad activation, which supports the directional shift of the forecast. However, the supplied materials don't independently prove the market-wide claim of platforms 'stopping to sell personalization' entirely.

From the High Caliber AI network — see the AI for PR module in the course.