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The Programmatic-Creative Divide Persists
By: Digiday
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If programmatic is from Mars, creative is from Venus.

Despite the rise of programmatic advertising as a major way ads are bought and optimized, advertisers, agency execs and tech vendors grumble that little headway has been made in merging creative and programmatic, something that’s been talked about for years.

Instead, there’s often the attitude at creative agencies that programmatic is still the backwater of advertising — “There’s so little Cannes-worthy creativity in programmatic,” BBDO San Francisco CEO Jim Lesser sniffed at Cannes this past June — and little integration among the creative, media and data operations that go into a modern ad campaign.

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About the Author
This article was published on Digiday.com.  A full link to the original piece is after the story. www.digiday.com
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