Content can be served to users from a specific zip code, or from a specific conversion path – email blast to landing page message “b” – but personalized content enables you to also tailor that message dynamically to the device type, search queries, page views, and potentially the unique characteristics of that user. The general message of the content is about the same thing, but an ad or a content block is adjusted so the 35 year old man from New York who works for a major marketing firm and the 62 year old brand new retiree might not see that ad for the AARP.