Previously, these services were typically included under the umbrella of CMS or CRM solutions, which did not adequately encapsulate the nuances of this new category.
[4] In the late 1990s and early 2000s, the concept of personalization began to evolve with the use of cookies, which allowed websites to track a user's browsing history and behavior.
As the internet and digital marketing continued to grow, the need for efficient and effective content management systems (CMS) became apparent.
Headless CMSs were well-suited to handle this task, as they allow for more flexibility when integrating marketing technology, such as analytics and testing tools.
Some of the key vendors in the personalization management space are Adobe Target,[10] Croct,[11] Twilio,[12] Responsys,[13] and Monetate.