Industry predicts the 2017 outlook for programmatic & creative
2016 has truly shown how dynamic an ecosystem the digital advertising industry is. There have been highs and lows, but it has certainly been memorable. In a series of features reflecting on the past year and looking ahead to what we can expect in 2017, ExchangeWire invite over 100 thought leaders from across the industry to share their views. In the latest instalment of the series, experts deliver their opinions on the future of programmatic and creative.
Marketers need to break down data & creative barriers
Claudia Collu, Chief Commercial Officer, MainAd
“2017 will be the year of increasing creativity and stepping up the level of customisation available in digital advertising. Data-driven messages which are delivered dynamically and in real time, thanks to increasingly complex logics based on machine learning algorithms, are becoming possible. Programmatic creative will surely be the focus to target audiences in a more sophisticated and personalised way. If it is to truly be successful, marketers need to break down the barriers between data and creative to shake up the process in order for the different areas to work together seamlessly. There has been lots of talk around programmatic creative but 2017 will be the year that we really see it come into play.”
First published on exchangewire.com by Lindsay Rowntree. Read the full article here.