|Has the Stage Finally Been Set for Programmatic Creative?
By: The Drum
The phrase “programmatic creative” has been on everyone’s lips and on people’s minds for a while, but it might be that years from now, 2016 may be considered the year the industry pivoted to embrace the technology and methodology in a meaningful way.
Just last week, the Interactive Advertising Bureau (IAB) announced the release of its Dynamic Content Ad Standard as the driving protocol to coalesce the digital ad industry around a common set of rules and best practices to bring consistency and coherence to the practice. Programmatic creative had previously been complicated but as it becomes the critical engine in data-driven, personalized marketing, the industry is in great need of a uniform standard. As Spongecell was an active co-author, I think I can speak for all the participants in the creation of this standard that the stage has now been set for the potential of programmatic creative to be fully realized.
What is programmatic creative?
Programmatic creative enables data and creative to work in tandem to tell a brand story more effectively with greater resonance through advertising technologies at scale with automation. This covers both ad production and creative optimization.
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This article was published by The Drum. A link to the original appears at the end of this post.
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