Content Delivery

Personalisation at Scale

Real-Time Personalisation: Architecture and Trade-offs

What Real-Time Actually Means and Whether You Need It

"Real-time" is one of the most over-claimed terms in the personalisation market. This guide defines what real-time personalisation actually means architecturally, the infrastructure it genuinely requires, the latency, cost, and quality trade-offs it introduces, and how to build toward it in phases rather than attempting it in a single implementation.