• The Drum, Wednesday, October 19, 2016 8:54 AM

Grey is looking to lean more heavily on programmatic and marketing technology to make its media buys more efficient, according to a report in The Drum. "We see a big opportunity in the fact that 75% of all display is currently bought programmatically, yet only 3% of it is served dynamically, and our pioneering platform can get new advertising in market at lightning speed. In heavily competitive markets, this can be the difference between exceeding your sales number or losing your shirt," Wayne Brown, Grey’s chief operations officer, told The Drum. Grey wants to use data and automated technology to aid it in dynamic creative efforts which can update and change creative on the fly. Grey as created Grey Response, an in-house direct marketing division "formed on the back of a partnership with CRM specialists WDMP earlier this month in what is described as an 'agreement' to work together rather than a joint venture," according to the report. The unit will focus on delivering messages based on what prospects are viewing and selecting without being hindered by the logistical challenges of updating and changing creative in real-time.

Read the whole story at The Drum »