• by Gavin O'Malley , Staff Writer @mp_gavin, October 21, 2014

Adding art to programmatic advertising leads to some natural paradoxes, concedes Jim Kiszka, Senior Manager of Digital Media at Kellogg Co. For instance, the goal might be to infuse better creative into the digital media landscape, “but that requires better technology,” Kiszka told attendees of OMMA Chicago, on Tuesday. Rather than a burden, the “wealth of knowledge [produced by ad technology] is a creative springboard -- not an ankle weight,” Kiszka said. Rather than a buzz kill, programmatic is providing the chance for creative to shine by better reaching bigger audiences, Kiszka added. “Compromises are a must, but in the end everyone will be better off for having gone through the experience.”