AdExchanger reports on an interesting trend: that more tech and media agencies are developing advertising creative. It reports tat startups like Persado and Celtra have launched new creative
automation dashboards. "Mindshare and Opera Mediaworks, for instance, both use Celtra as an ad development tool and a creative-tech hybrid offering for brands. Last summer Opera Mediaworks unveiled a
programmatic creative shop, dubbed Opera House, focused on honing creative for its campaigns. Opera House doesn’t represent a revenue push into the creative world, said Mike Owens, the mobile
marketing company’s EVP of North American sales, but is simply an acknowledgement that formatting, environment and context often dictate a mobile campaign’s performance – far more
than creative content."
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