A book chronicling the 250-year history of the U.S. postal system is now available for purchase. “Delivering for America: How the United States Postal Service Built a Nation” was written by James H. Bruns, a former director of the National Postal Museum. The book explores the integral role of USPS in American history, from its role in early colonial days to becoming a critical communication lifeline for our service members serving abroad, to future-facing innovations such as automated sorting machines and electric vehicles. The Postal Service was founded on July 26, 1775. As the nation grew bigger, the mail made it smaller, offering a way for people from Colonial-era cities in the Northeast to reach the limits of a frontier that was racing westward from the Appalachian Mountains to the Mississippi River, to the Golden Gate of California, up to the gold fields of Alaska, and across to the tropical shores of Hawaii. As the nation moved — from colony to country, from horses to rail, from air to space — the Postal Service has found ways to use every cutting-edge advance to deliver to Americans the words that help them understand themselves, each other, and their place in the world.

A new study from Interpublic’s Magna and the IPG Media Lab reinforces the idea—embraced by the industry for a number of years now—that ad personalization is one of the best techniques to help brands deliver more relevant and effective ad experiences. The study focused on three key ad categories—auto, retail and finance—and includes responses from more than 6,000 participants. Testing was conducted on two audience types: brand target demographics and high-value audiences based on people-based IDs created by precision targeting platform Kinesso. Six types of data sources for personalization were tested: demos, past purchases, location, life events, search terms and precision messages for high-value audiences. The study found that most forms of ad personalization had some value and that higher levels of personalization were more effective at shifting difficult-to-move metrics.

Customer acquisition costs are rising and hurting profitability for brands, according to a new study by SimplicityDX. Merchants are now losing $29 for every new customer, compared with $9 in 2013 — a 222% increase. Moreover, the study points to estimates that acquisition costs have risen by 60% in the past five years. And marketers have been affected by such complications as these: *The introduction of iOS 14.5 *The demise of third-party cookies *Increased consumer privacy legislation such as CCPA and GDPR