LONDON: The space between creative and programmatic is narrowing at both ends of the industry, as adtech moves into the fringes of creative and creative agencies explore new ways of utilising programmatic.

Grey, for example, recently announced a partnership with CRM specialist WDMP to launch Grey Response, a new unit that will focus on data science, conversion analytics, customer experience planning, programmatic, demand generation and loyalty.

"We see a big opportunity in the fact that 75% of all display is currently bought programmatically, yet only 3% of it is served dynamically," Wayne Brown, Grey's chief operations officer, told The Drum.

According to the magazine, the division aims to deliver messages based on what prospects are viewing and selecting without being hindered by the logistical challenges of updating and changing creative at speed.

"That advertising can be updated and changed within hours – not just one banner, but hundreds, all dynamically – which improves our clients' speed to market and allows us to build, test and learn programs at scale, without resorting to an army of designers and coders," said Brown.

In some ways, creative agencies have little option but to move in this direction. Around this time last year Heineken, for example, was complaining about how they continued to focus on 30-second TV ads rather than addressing the wider digital environment.

"One of our most 'fit for purpose' creative assets this year [2015] was created by our DSP partner, TubeMogul," according to Elizabeth Hodson, the brewer's media manager.

And in a further sign of a developing trend, marketing technology business RadiumOne has today announced a new division, called Creative Solutions, that will specialise in producing and managing creative to be served programmatically.

More specifically, it will factor into the creative process the mechanics of how ad exchanges assess and deliver ads to ensure that fewer are rejected and that more appear correctly in those environments to which they're delivered.

"There's too much of a gap between people creating ads, and those responsible for delivering them programmatically, to deliver the potential that advertisers are after," said Emma Hazlehurst, who will head up the division.

"Making the end user experience as engaging as possible whilst ensuring your creative isn't rejected by exchanges involves experience and skill because not all exchanges have the same specs and it often involves rigorous testing to ensure creatives appear correctly in each environment," she added.

Data sourced from The Drum, RadiumOne; additional content by Warc staff