How to keep the 'person' in 'personalization' without being a creep

Some brands don't target well enough, while others go way too far, creeping people out. With personalized marketing, striking a delicate balance is the key. Personalization is an important skill for any marketer to master, but it's also quite a difficult one. There are just so many different ways it can go wrong. If your ads don't have any personalized components, people perceive them as not being relevant enough, making them that much more likely to use an ad blocker (provided they've heard of ad blockers).