Using dynamic creativity: how retailers can engage through programmatic

This article explores how programmatic can be more than a way to serve ads: it can enhance the customer experience if the dynamic capabilities of adtech are combined with meaningful creative.

Using dynamic creativity: how retailers can engage through programmatic

Joanna O'Connell MediaMath

Jump to: Definitions | Essentials | Pitfalls | Further reading

The promise of programmatic is reaching the right audiences at scale across the addressable channels that matter. But some may argue this comes at the expense of creativity and personalisation. Not necessarily; it's about how you the tools at your disposal, not about the value of the tools themselves.

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