Programmatic for brand creative
Programmatic is an enabler and a means to pinning down the elusive 'right time, right place, right person'. But it's not all about the tech; it's about creating meaningful moments, and to achieve this, agencies need integrated creative teams that work together across all disciplines.
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There has been a growing chorus of media agencies, publishers and commentators calling for creative agencies to pick up the programmatic baton and take it to what seems to be the next natural stage in its evolution – programmatic brand advertising.
The tech exists to enable it, and the call to arms goes along the lines of, 'if we can get to the right person at the right time and the right place, we'd better make damn sure we are making the most of the opportunity'.