This means that stories aspiring to engage people should put the them in the center. This means advertisers who want clients to engage with their brand should focus on what would make an interesting story for their users. Why should a brand tell a story about the user, when the goal is to sell the brand? Can a brand tell a story about the user and still sell the brand? How will the brand know which story to tell the user? Is it the same story for every user or a different story for each? And how can you scale such a content marketing operation? A session about personalized content - the future of storytelling, to learn more about the connection between interactive content, engagement, data, and conversion.