ad tech

How Does the Digital Environment Impact Advertising Creativity?


Does the digital environment support or constrain advertising creativity? The answer is both. But how? Researchers in Australia relied on two seminal methods—the rigorous Delphi recruitment method through which research queried creative experts worldwide, and the Four P’s model of creativity. These were applied to investigate “place” (the digital environment) and its impact on the remaining P's: process, person and product. What they found was that technology both enhances and represses creativity.  

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What Will Adtech Look Like in a Post-Cookie World?

Google recently announced it’s Chrome browser will cease using third-party cookies by 2022. This has sent shockwaves throughout the industry, as 66% of all browser use comes through Chrome. That announcement, along with a number of privacy regulations coming in—including the EU's General Data Protection Regulation (GDPR), are predicted to alter the digital marketing landscape. Read more.

Why There’s a Major Disconnect Between the Marketing and Tech Worlds – And how to change it – via AdWeek

Arun Kumar, global president of IPG’s ad tech company, Cadreon, writes:  

The ad-tech ecosystem has given rise to the belief that tech is easy. And when I say tech, I am including data, which is almost inseparable in today’s landscape. The ‘tech is easy’ hypothesis comes from the belief that it’s all as simple as the flick of a switch, elimination of full-time employees and improvement of efficiency (with cheaper costs to boot). And while some of that is accurate, most of it is not.

But here is a truth that I find very hard to admit but is backed by some fact: tech is hard. As an industry, we love talking about how seamless tech is or how it would drive smartness to the point that we often skip past the realities of process or implementation. It is hard to automate and harder still to sustain while managing change.

And this problem exists in the intersection of tech solutions with marketing and advertising. There exists a fundamental, philosophical disconnect between the marketing/advertising and the technology worlds.