Their is a huge chasm between 'addressable' and 'mass' personalised marketing. Individually targeted communications, for example programmatic, are threatened by GDPR restrictions around overt consent. Whilst brands want to improve targeting, they don't want to share raw data with agencies and publishers.
Media owners want to prove the worth of their media but tend to use broad brush segmentations to describe their audience. Risk and cost have meant that data collaboration is the exception to the norm, meaning both sides are in the dark till the campaign goes live. Anonymous profiling can help.