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»programmatic creative

Programmatic Creative Adds Spice To McCormick’s Campaigns

Spice manufacturer McCormick’s online ads draw in consumers with recipes that include unexpected but on-trend pairings, like a Greek yogurt taco dip. But creating many versions of online ads ran up costs with its creative agency. “We would get very targeted with our media campaigns, and we wanted our creative messaging to follow suit,” said... Continue reading »
by Sarah Sluis // June 21st, 2017 //
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Cannes 2017: Media And Creative Agencies Vie For Programmatic Creative Control

Programmatic and data-driven creative will likely be a buzzworthy topic at the 2017 Cannes Lions festival. Programmatic creative has progressed since last year, thanks to the maturation of machine learning and standards released by the IAB for dynamic content ads that makes it easier to customize ads for audiences and publisher sites. But media and... Continue reading »
by Alison Weissbrot // June 19th, 2017 //
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Bloomberg Uses Programmatic Creative To Boost Ad Relevance

When Bloomberg writes a story about a public company or commodity, it’s bringing market information dynamically into the adjacent ad. Bloomberg is packaging up this programmatic creative as a new ad unit, which it’s calling DataLock. Bank of Montreal and the Chicago Mercantile Exchange Group this quarter agreed to be the first advertisers to use it. DataLock is designed to reduce... Continue reading »
by Sarah Sluis // February 17th, 2017 //
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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 //
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Warner Brothers Says Creative And Performance Need To Come Together

Marketing a major motion picture is a complex affair for all stakeholders involved, including the studio’s internal teams, media agencies and relationships with filmmakers and talent. And studios like Warner Bros. Pictures have to think well beyond the movie’s run in the theater. “You want to capture all the data around what people are talking... Continue reading »
by Kelly Liyakasa // July 12th, 2016 //
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Young Hollywood Focuses On Video Ad Quality As It Ramps Up PMP Deals

Custom content was all the rage even as early as 2007, when entrepreneur and actor RJ Williams founded celebrity and lifestyle site Young Hollywood. The millennial-focused publisher claims it averages 150 million monthly video views across desktop, mobile, OTT and social today. Young Hollywood evolved from content partnerships with portals like AOL, Yahoo and YouTube,... Continue reading »
by Kelly Liyakasa // June 3rd, 2016 //
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Mindshare Blends Dynamic Video With Data-Informed Creative For Mazda

Campaign briefs are increasingly filled with demands for advanced creative versioning, forcing agencies into closer collaboration with ad tech providers. It’s one of the reasons why Mindshare partnered with dynamic creative optimization platform Spongecell last fall to support a Mazda Rebels campaign, featuring a series of short films profiling engineers and innovators on the cusp of... Continue reading »
by Kelly Liyakasa // March 7th, 2016 //
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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 //
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As Innovid Forges Connected TV Ties, It Sets Its Sights On Programmatic Creative

Interactive video ad server Innovid has rolled out a programmatic creative tool designed to let agencies and advertisers personalize video messages across devices. This capability is driven, in part, by Innovid’s experience tackling different ad-serving requirements through a series of connected TV partnerships. Innovid entered an audience solutions agreement with Roku in the summer, which... Continue reading »
by Kelly Liyakasa // November 9th, 2015 //
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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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