How Programmatic Can Inform the Creative Process
Programmatic advertising reached a milestone in the UK in 2015, accounting for more than half (59%) of the UK display advertising market for the first time. But while much of the focus around programmatic technology remains centred on its cost saving benefits, advertisers are yet to uncover the true potential of integrating the creative and programmatic processes more.
The Drum has partnered with AudienceScience, a global software and services company to explore some of the areas of focus around programmatic and the creative process. The aim of this report is to stimulate debate and conversation among both individuals and companies around how we can use new insights gained from programmatic to improve the creative process.