• The Drum, Friday, October 16, 2015 6:45 AM

Unilever, Nestle, GlaxoSmithKline (GSK) and TUI are looking to scale their programmatic media buying strategies with dynamic delivery of creative in an attempt to alleviate the problem of brands reaching the right audience, but with the wrong creative. Programmatic advertising technology is fundamentally about audience trading but in the rush to exploit its efficiencies the industry has yet to apply the potential benefits to produce more dynamic creative, according to speakers at this week's Ad:Tech conference. 

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