Using dynamic creativity: how retailers can engage through programmatic

Joanna O'Connell

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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 use the tools at your disposal, not about the value of the tools themselves.

Simply ensuring messages are delivered to the ideal customer or prospect is a huge leap forward for most marketers, but good targeting doesn't automatically equal great marketing. In other words, targeting someone effectively, but with an uninspiring, irrelevant, or annoying message is a battle only half won. In fact, at worst, it could be lost as consumers show their displeasure with the click of their mouse (say, turning on ad blocking technology) or their wallet (buying from a competitor instead).