programmatic creative

Can we overcome the tension between programmatic and creativity?

On the face of it, programmatic advertising and creativity would appear to make strange bedfellows.

The use of an automated, algorithmic method of media buying sounds like the death knell for creative campaigns.

It’s an emotive subject as it plays to wider fears about computers stealing our jobs. 

2016: the year of programmatic creative?

As we know, programmatic technology has created a new industry and, consequently, had a major impact on the entire value chain between advertiser, agency, tech provider and media owner.

No one has been immune to this disruption – where attention has been almost solely focused on the automation of buying and selling, and how data and analytics are utilised.