I like that it makes my ads more relevant to people. Also, it lets me see what kind of content they want to receive when using it. Nothing really! It's been useful for us to be able to target our ad campaigns as well. The only downside has been how complicated some of these features can get sometimes. But definitely worth looking into if you're interested in targeting your audience better. The ease of use, how intuitive it was to get up an running quickly without having much knowledge or experience needed from me as user/admin for this software solution! It’s easy enough you can understand even if its your first time using these tools but i really do recommend some training because we have been doing everything ourselves so far which has caused us alot more work than necessary!! But once trained our life became easier by leaps & bounds.