How drinks brands are using personalisation and location
Brian CarruthersWarc
As marketers amass ever more data, so programmatic has become widely used, feeding into a range of areas from media planning to production and the delivery of relevant content. But programmatic-creative has been a missing part of the puzzle – and a missed opportunity for advertisers – according to Zainab Latif of Spongecell, a programmatic business specialising in data-driven creative.
It is not only possible to produce and deliver personalised advertising at scale across display, mobile and video, she told an audience at the IAB Real Time Advertising Conference,...