Content Personalization

Content personalization is about delivering the right message to the right visitor, every time they qualify, without running a statistical test.

With personalization rules, you define which content or destination a specific audience should see, and that treatment is shown to matching visitors every time. There's no traffic split, no statistical test, and no winner to declare. The rule runs until you stop it.

Status: Coming soon. Dashboard-managed content personalization rules are rolling out soon. If you need personalization today, use Headless Personalization — read visitor signals from window.ours_experiments.getVisitorContext() and render targeted content in your own application code. The underlying runtime, consent gating, and SDK surface are already live; only dashboard authoring is pending.

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Personalization vs. A/B Testing

For matching visitors, personalization ignores traffic allocation. The runtime applies the personalized variant directly instead of hashing visitors into buckets for a statistical test.

Use A/B testing when you have a hypothesis and want data to decide. Use personalization when you've already decided — you just need to deliver it.

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What Personalization Is Good For

Industry-specific messaging. Healthcare companies get a hero tailored to HIPAA and care networks. Enterprise visitors get an enterprise pricing pitch. Everyone else sees your default.

Returning visitor recognition. First-time visitors see your acquisition pitch. Visitors who've already explored your product see a message that reflects where they are in the journey.

Campaign landing pages. Visitors arriving from a specific ad campaign or UTM source see copy that matches the ad they clicked. Everyone else sees the default page.

Geographic or regional content. Show region-appropriate messaging, pricing context, or compliance language based on where the visitor is located.

Audience-driven content. Any audience you've built in the Audience Builder — based on page visit history, event history, behavioral patterns, or custom attributes — can be used as a personalization target.

Targeted redirects. Send a matching audience to a dedicated destination page instead of rewriting the current page in-place.

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How It Uses Your Existing CDP Data

Personalization is built into the CDP, so the data you're already collecting is already available as targeting criteria.

Audience segments you've built in the Audience Builder are directly available as targets. If you've defined a "Healthcare Provider" or "Enterprise Prospect" segment, you can use it in a personalization rule without any extra setup.

Visitor properties captured by the CDP — UTM parameters, geographic data, device type, referral source, visit count, custom attributes — can all be used to target personalization rules without a saved audience.

Events you're already tracking provide behavioral targeting. Show a message to visitors who have previously viewed your pricing page, completed an onboarding step, or triggered any other tracked event.

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How to Set Up a Personalization Rule

Coming soon. Dashboard authoring has not shipped yet. The flow below describes the experience that's landing — until it does, use Headless Personalization.

Everything is configured in the Ours Privacy dashboard or API.

1. Create a new experiment and select "Personalization" as the type
2. Set targeting if you want the rule limited to specific URLs, audiences, visitor properties, query parameters, or visitor status
3. Choose your audience — select an existing audience segment, or define targeting criteria directly (visitor properties, UTM source, geography, etc.)
4. Define the treatment
   • For in-place changes, use the same DOM modification tools as a content experiment
   • For destination-based personalization, configure a redirect variant
5. Start the rule

Matching visitors see the personalized content immediately. Everyone else sees the original page.

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What Makes Personalization Different Operationally

• No conversion metric is required. You can launch personalization without defining a primary metric because there is no winner calculation.
• No traffic split is required. Matching visitors always receive the personalized treatment.
• Assignments are still visible in the JavaScript SDK. The runtime writes the active personalization assignment so window.ours_experiments.getExperiment(...) and getAssignments() can report what the visitor saw.
• Treatments can be DOM changes or redirects. Personalization uses the same treatment building blocks as experiments; the difference is assignment semantics, not a separate rendering engine.

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Multiple Rules on the Same Page

You can run multiple personalization rules on the same page at the same time. When a visitor matches more than one rule, all matching rules are applied.

Avoid overlapping rules that mutate the same selector or page region. If two matching rules both change the same element, the later-applied change wins at runtime.

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Consent

Personalization rules respect the same consent settings as A/B tests. Visitors who have not consented to analytics do not see personalization rules. This is handled automatically by the platform — you don't need to add any consent checks to your rules.

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Need Personalization Today?

Use Headless Personalization. It exposes the same browser- and edge-resolved targeting signals — geo, UTM, visitor status, and device — through window.ours_experiments.getVisitorContext(). You read those signals and implement personalization logic directly in your application code. This is the best fit for React, Vue, Next.js, and other framework-controlled UIs.

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Next Steps

• Headless Personalization: Code-driven personalization available today
• Content Experiments: Run a statistical experiment when you want data to make the decision
• Redirect Experiments: Test two completely different pages against each other
• JavaScript SDK: Access personalization assignments from your own code