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»dynamic creative

Innovid, Jivox, Clinch And Flashtalking Sit Atop Forrester’s 2020 Creative Ad Tech Wave

Creative ad tech is maturing beyond DCO. Dynamic creative optimization is only one of many challenges facing brands in the quest to serve relevant, efficient and optimized creative, said Joanna O’Connell, a VP and principal analyst at Forrester. And that’s why creative ad tech providers that go beyond the basics were crowned the leaders of… Continue reading »
by Allison Schiff // October 15th, 2020 //
»
StubHub Scales Its Video Campaigns With Automated Creative

Creative automation is proving to be just the ticket as StubHub earmarks more of its marketing budget for video. Historically, StubHub has spent a lot of money successfully on lower-funnel tactics, such as paid search and retargeting, to encourage ticket sales. But there’s a lot more to performance than simply pointing in the direction of… Continue reading »
by Allison Schiff // July 30th, 2019 //
»
Adobe Teams Up With A Million Ads To Launch Dynamic Creative For Audio

Audio ads should be personalized, too. That’s the thought behind Adobe’s partnership with A Million Ads, which powers dynamic creative optimization in digital and programmatic audio, announced Monday. Adobe launched programmatic audio capabilities in July 2017, after receiving an uptick in demand from its customer base, said Justin Merickel, VP of media optimizer at Adobe… Continue reading »
by Alison Weissbrot // October 22nd, 2018 //
»
Flashtalking Merges With Spongecell To Fuel US And Global Expansion

Rich-media ad server Flashtalking has merged with the dynamic creative optimization (DCO) specialist Spongecell. Terms of the deal, announced Monday, were not disclosed. As a combined entity, the two companies should gain more dominance in the US and internationally. Flashtalking is based in the United Kingdom, and works with blue chip brand clients like Lowe’s,… Continue reading »
by Kelly Liyakasa // January 29th, 2018 //
»
Pandora To Bring Dynamic Creative To Audio Ads

Pandora’s audio ads are about to get personal. The streaming giant partnered with UK-based dynamic audio creative vendor A Million Ads on Thursday to bring tailored creative and sequential messaging to audio ads in-stream. The capability will launch this year in beta, but Pandora did not state specifically when. Pandora will leverage A Million Ads’… Continue reading »
by Alison Weissbrot // February 23rd, 2017 //
»
Spongecell Raises $10.5M To Bring Creative And Media Closer Together

Tailoring individual messages to someone based on past behavior is easier said than done, since media and creative usually operate independently. Spongecell wants to fix some of the issues stymying dynamic creative optimization (DCO) at scale in the programmatic space, and has raised a $10.5 million growth round in combined debt and equity financing from… Continue reading »
by Kelly Liyakasa // October 31st, 2016 //
»
Can High Impact Units Catch On? Primia Digital And Simple Magic Create A Video Marketplace To Find Out

Scaling high-impact units on mobile is difficult due to different screen sizes, operating systems and browsers. Also, while purveyors of high-impact units claim better engagement and viewability, publishers don’t always want to support them, and advertisers don’t always feel the urge to buy them. “To tell a publisher they have to change the structure of… Continue reading »
by Kelly Liyakasa // July 28th, 2016 //
»
MDC’s Varick Media Management Introduces Dynamic Creative Solution

MDC’s media buying arm, Varick Media Management, unveiled a dynamic creative solution called Pictor on Thursday, an HTML5 ad builder that uses audience and campaign data to adjust the ad unit creative in real time. Pictor adds a programmatic messaging element to Alveo, Varick’s proprietary tech stack launched in October. “The big missing piece for… Continue reading »
by Alison Weissbrot // April 14th, 2016 //
»
How Creative Responsibilities Are Coming To Tech And Media Agencies

When many creative agencies failed to pivot into mobile, tech and media companies converged on their own solutions. “Creative agencies were disinterested in making experiences for mobile,” said James Chandler, mobile director for the GroupM agency Mindshare. After all, app-oriented mobile campaigns aren’t built around flashy art or high-production videos. While this mentality frustrated him… Continue reading »
by James Hercher // January 27th, 2016 //
»
How Programmatic Tech Will Become A Part Of The Storytelling Process

Creative and tech have an uneasy coexistence. But the advertising world is in the early stages of a new hybrid model, where creative relies on tech for personalization and storytelling. “With programmatic buying and targeting, the contextual opportunities are increased to quantum levels, and we’ll need machines in order to address them,” said Chick Foxgrover,… Continue reading »
by James Hercher // October 21st, 2015 //
»
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