Glen Calvert, CEO of Affectv ponders the question. But what is programmatic creative? "Programmatic creative is the enabling of intelligent creative, where each person is exposed to a brand’s
message that adapts, changes and is personalized to them, regardless of the device or site they’re on. Programmatic creative enables the content of an ad to be programmatically manipulated so
it’s more relevant and personal to the person it’s being served to, with a continuous feedback loop for optimization," Calvert writes. Neither traditional, nor digital creative shops, are
prepared for this yet -- but they should be.
Read the whole story at Econsultancy »
