"There has been a lot of talk lately about advertising controlled by algorithms revolutionising online media, but is the creative side being forgotten? It is true that real-time advertising can use data to show the right message at the right time in the right place and at the right price, but currently advertisers are failing on the potential to show the right message. There is a legacy in online media of soiling the creative generation from the delivery. So even though real-time advertising presents the creative opportunity to personalise advertising messages based on data, (by using dynamic creative built in real time as a page loads), the planning process is not flexible enough to take advantage of the insight and data being provided. Solving this needs a joined up approach to the advertising process".
Read more at M&M Global
