Some marketers are pushing out thousands of custom creative messages for single campaigns.
Could the concept of “programmatic creative” finally be having a moment? While billions have been invested over the past decade or so in startups touting software that promises to deliver the right ad to the right person at the right time, it’s fair to say that the majority of that investment in so-called “programmatic” advertising has focused on ad buying and targeting–and less on the actual making of ads.
The way these firms operate varies, but their promises are similar. Instead of just helping marketers target a digital ad to a person at the right moment, they provide software and tools that allow for custom ads to be built in real time.
Creating ads, even digital ones, is still primarily the domain of people.