
In the mighty world of programmatic advertising, marketers have the power to target and retarget groups of people based on demographics, behaviors, psychographics and website visits at their fingertips. We can serve ads to the right person, at the right time and at the right place—new channels and tactics are coming on board each quarter from newer display publishers, audio, TV and digital out-of-home. Programmatic is such a strong channel it is estimated that 87.5% of all display media will be bought this way by 2021. It is all about the data! Or is it? We put a great deal of emphasis on the integrations, the targeting and tactics that most tend to forget—or at least glaze over—an important piece…the creative. More importantly, how creative affects campaign performance.