eConsultancy asked experts for the biggest programmatic trends in 2015, among the issuess: Is there a creativity vacuum: "Had media left creative behind? Was programmatic only about cheaper buys and
cheaper dynamic creative optimization with production efficiencies, real-time price updates and maybe a “personalized” colour-way and call to action based on someone’s browsing
history? Brands seek greater transparency and control: "When at most 45 cents in the dollar reaches publishers and even an in-house or managed service on a shared platform leads to unknown ad-tech,
DSP sell-side, reseller SSP and primary SSP fees plus data leakage to competitor algorithms, transparency is vital," according to David Carr, Strategy Director at DigitasLBi. An interesting roundup.
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