Ben Kartzman

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• Machine Learning Is The Present And Future in Real-Time Daily on 05/10/2017
  

  Artificial intelligence (AI), or machine learning, is a hot topic and has become an increasingly vital component of data-driven marketing. Marketers are now delivering the most beautiful, relevant and engaging brand content to prospects and customers across all devices and formats. AI-driven platforms now analyze thousands of data points: audience segments, weather conditions and media placements for every impression. Decision engines apply structured logic to data inputs to deliver the most effective creative messages. Auto-optimization then employs machine learning to optimize those rules. This level of sophistication continues to be beyond the capacity of humans.

• Smarter Programmatic Creative = CMP + DCO in Real-Time Daily on 01/24/2017
  

  Lately, there has been some debate about the specific roles that creative management platforms (CMPs) and dynamic creative optimization systems (DCOs) play in the programmatic creative sphere. Brand marketers will not fully leverage their programmatic creative initiatives unless they have an integrated platform with both a CMP and a DCO.

• The Feedback Loop In the Age Of Dynamic Creative in Real-Time Daily on 10/28/2016
  

  Brands are starting to understand that you can nurture your audience best by telling a longer story over time via multiple touch points across a multitude of always-on digital platforms. The emergence of optimization technology enabling brands to tweak their messaging, tactics and creative in this real-time feedback loop is the catalyst pushing this new approach forward.

• The Last Mile: Bringing Creative Into the Ad Tech Revolution in Real-Time Daily on 09/16/2014
  

  The ad tech industry has made incredible strides in making media buying more efficient and consumer data more powerful, but the world of creative has, so far, been left somewhat in the cold.

• Ad Tech: 'How' To Knock It Out Of The Park in MAD on 04/06/2014
  

  The ad tech landscape is often divided into three groups that are considered the "who", "what" and "where" of the digital advertising landscape. One piece has been missing: the "how. " With creative reaching technological parity with media and audience data, putting the pieces together becomes the challenge. It's the key to achieving that long sought goal of right message, right person, and right time. Fortunately, we're well under way.

• Personalizing Advertising With Real-Time Creative  in Programmatic Insider on 03/01/2013
  

  Marketers have long sought the ability to deliver messages specifically tailored to individual consumers. The idea of sending the right message at the right time to the right consumer is a marketer's silver bullet-a way to achieve more efficient ad buys and loftier conversion ratios. Over the years, the industry has taken a few baby steps toward this elusive goal. Now, thanks to real-time creative technology (RTC), we're closer than ever to achieving what had once been thought impossible. RTC is creative that is able to automatically and instantaneously customize itself to a specific consumer, using information like the consumer's gender, browsing behavior or location, to name but a few examples.

• Brain Against The Machine in Online Media Daily on 11/18/2011
  

  In the advertising industry, it's not that the human is disappearing, but rather that the role of the human is changing. Machines are not replacing humans, they are simply morphing human's roles.

• Dissecting The Demand of Display in Online Media Daily on 05/09/2011
  

  Everyone is buzzing about the resurgence of display and the impact it is having on the digital advertising landscape. It is the place where brand dollars are going to flow as more move online.

• New Media Leadership to Come from Engineering and Technology Disciplines? in Online Media Daily on 10/27/2010
  

  There has been a lot of great conversation recently about Mad Men becoming Math Men, and it got me thinking about parallels with other industries.

• Grassroots Politics for a New Generation: What Can We Learn From the Primary Elections?  in Online Media Daily on 02/07/2008
  

  This year marks a new era for voters. Barack Obama and Hillary Clinton defied most political forecasters with unanticipated wins in early primary elections. "What happened?" was on everyone's minds. The short answer is that people participated in the democratic process. Voters didn't base their decisions solely on political advertisements or media endorsements.

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• News Flash: HTML5 Not Just An Ad Tech Standard, But The Only One That Counts by Joe Mandese (RTBlog on 08/17/2015)
  

  Here's our take on how to "Survive the Flashpocalypse": http://www.mediapost.com/publications/article/255961/5-steps-to-survive-the-flashpocalypse.html

• Value Equation: The Convergence of Media and Creative by Larissa Faw (MAD on 10/01/2014)
  

  Larissa is right on the mark -- the future is all about the convergence between creative, media and, I would add, data. The world of silos is over, and whether it's through consolidating across the creative-media divide or adopting technology that uses data to drive smarter media strategies and more effective creative, the savvy agency should be thinking about how to leverage creative, media and data collectively to better personalize, target and optimize ad campaigns.

• The Last Mile: Bringing Creative Into the Ad Tech Revolution by Ben Kartzman (Real-Time Daily on 09/16/2014)
  

  Thanks for the comment, Alan. I think you’re right on the money. Bill Bernbach wouldn’t want a dashboard, but David Ogilvy might. ;-) But that’s exactly my point—we on the technology side of the equation need to start thinking about how we can help advertisers tell stories, not just how we can put things in pretty dashboards. It’s not just about localization, personalization and optimization in the crudest, most rudimentary sense. I mean, would the Levy’s Rye campaign have been more effective if the face staring back at the reader matched her race, gender, socio-economic status with clinical precision? Of course not. The beauty of the campaign came from the magical felicity of the totally unexpected. But let me ask you this—when you think about that campaign, what’s the face that you see? What’s the indelible image that’s etched into your brain? Is it the police office? The Native American? The American Gothic lookalike? Why is that the image you remember? Do you remember the boy with the red bow? The man in the tae kwon do uniform? If not, why not? I could go on and on. These are the things I want to understand, and these are the things I think only technology can answer. It’s not a replacement for the big idea; just a way to make the big idea more effective. Since we’re having a Bernbach moment here, there’s a quote I like that is—perhaps apocryphally—attributed to him. It goes something like, writers care about what goes into their writings; communicators care about what the reader gets out it. I think that’s what creative technology is all about—understanding the reader and what they take from a message. And with that, I’m going to make myself a corned beef sandwich on rye!

• Personalizing Advertising With Real-Time Creative by Ben Kartzman (Programmatic Insider on 03/01/2013)
  

  @Henry - Yes. Real-Time Creative technology allows you to control individual elements of an ad, but the beauty of this generation of the technology—as opposed to previous iterations—is that the number of elements one can control is truly myriad. We’re not talking just about serving an SUV ad to the snowbound and a convertible to the sun drenched; rather, what we’ll see with this generation of the technology is the ability to control all the constituent elements of an ad and control them independently. In effect, therefore, advertisers will be able to use Real-Time Creative technology to serve two totally different ads to two totally different people—different copy, different art, different interactive features and so on. Obviously, there will always be a need for an overarching creative vision and brands and their agencies will continue to supply these visions, but Real-Time Creative will allow agencies to do more, be more flexible, more responsive to the consumer and, in the end, more effective. @Patrick - Yes. Advertising needs to follow the audience and the audience shifts quicker and more dramatically than ever before. Advertisers need flexibility of placement as well as flexibility of creative.

• Dissecting The Demand of Display by Ben Kartzman (Online Media Daily on 05/09/2011)
  

  Appreciate the comments everyone. It's quite amazing how many more factors are driving this new display demand. @stevelatham I totally agree that the brands will be the ones to drive the attribution effort on the display side, but I hope that we can collectively push them to move as fast as possible.

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