WHEN THE SPIELBERG FILM “MINORITY REPORT” CAME OUT a few years ago, one of the most talked about aspects of the film wasn’t its stars, but its futuristic displays of personalized advertising. As Tom Cruise’s character passes digital billboards, the ads call out his name, seem to sense his mood and recommend relevant products.

This extreme example of targeted marketing takes place in 2054. But, in other forms, the power of personalization exists now.