How programmatic can unleash creative potential: Insights from AOL

Brian Carruthers

This event report looks at the impact of programmatic buying on creativity in advertising, with AOL suggesting that the human element in programmatic is too often overlooked.

How programmatic can unleash creative potential: Insights from AOL

Brian CarruthersWarc

Few people can honestly say they are fully conversant with the world of programmatic advertising. It's a confusing and fast-moving environment of technologies, acronyms and hucksterism.

That's not a sphere in which creative types are particularly comfortable, but if one can look beyond the current focus on the automation of trading, programmatic has the potential to revolutionise the way these people work.

Speaking at an IAB Research Breakfast held in London, Steve Payne, Head of Planning, Insight & Research, AOL, argued that the human element in programmatic...

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