Using DMP and DSP tools like Adobe Target, Adobe Audience Manager, LiveRamp.. you can practically (not legally) deliver real-time personalization. What they really do is micro targeting / micro segmentation. But today it has reached that fine level of granularity where ads / messaging shown to end users have started looking creepy. We are being watched all the time.
Realtime micro targeting is possible, in the same way as it is with any other type of CRM data - data is pre-loaded into Adobe Audience manager (AAM) and as soon as AAM sees that particular user in realtime, it can show specific segment messaging based on their segment qualification. They key here is how finely you define your segments. The more micro targeting you do, the more personal the message will appear.
The thing that is not realtime is sending CRM data to AAM, but once the data is dropped to AAM it is available later for real-time use after some sync duration.
Thanks for reading