How Reckitt Benckiser automated its ad creative testing

This article argues that the days of picking just two of the ideal ‘faster, cheaper, better’ are gone, as Reckitt Benckiser has shown that automation can radically change how we test advertising creative.

Automation is a growing multi-sector trend that, over the past five years, has made its way into the marketing industry. Often referred to as programmatic buying in the media industry, automation has made the industry much more efficient, saving time

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