Programmatic creative: Four pillars of personalisation

John Nardone

Outlines the four pillars that will take your programmatic creative that final mile.

The advertising industry has spent the better part of a decade getting its arms around programmatic media buying and the massive efficiencies — and dramatically different processes — that come with it. And with more than 85 percent of digital display ad dollars being spent programmatically by 2020, as eMarketer projects, it's clear that comfort with and adoption of programmatic media buying have reached near ubiquity.

Now things are going to get fun. Enter programmatic creative, the next logical frontier for the programmatic advertiser. Programmatic creative — in which technology automates the production of dynamic creative assets tailored...

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