Performance marketing in 2022: How Intelligent Creative lights the way forward as third-party audience signals dim

Andrea Ward

Looks at how combining creative data from ad units with media performance data can help marketers optimize design and content, improving business results.

Definitions

Creative data: This is data drawn from the DNA of ad creative by transcoding the visual, written or audio elements of static or video ads into a data point expressed in tags. These elements fall into a wide range of categories such as sentiment, objects, branding, text, people and color.

Intelligent Creative: This describes the combination of creative data and performance analytics that provide actionable insights – that provide an understanding of how creative is driving meaningful measurable impact.

Where to start

While marketers are understandably concerned about what we call “signal loss” coming from the deprecation...

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