Building a Real-Time Personalization Engine
A technical field note on shipping a low-latency personalization layer for a global campaign without a data team of fifty.
L
Leo Marchetti
Creative Technologist
Jul 03, 20261 min read
The Constraint
Sub-100ms decisioning, three markets, and a two-week runway. Here is how we scoped it down to something shippable.
Architecture
Edge functions for decisioning, a feature store for context, and a ruthless bias toward caching.
What We Cut
Everything that did not move the primary metric. Personalization is a discipline of subtraction.