• MediaTel, Thursday, October 20, 2016 9:09 AM

RadiumOne is launching a new programmatic creative unit that aims to improve the creative quality of programmatic ads and decrease consumers' growing rejection of online advertising, according to a report in Mediatel Newsline. RadiumOne'Creative Solutions "will produce and manage creative to be served programmatically and will cover all display formats, including video, mobile and native. It will also experiment with new ad formats," according to the report. "There's been a lot of crowing around programmatic creative but the reality is there's too much of a gap between people," said Emma Hazlehurst, who will lead the division. '"Making the end user experience as engaging as possible whilst ensuring your creative isn't rejected by exchanges involves experience and skill because not all exchanges have the same specs and it often involves rigorous testing to ensure creatives appear correctly in each environment,'" she told Mediatel Newsline.

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