Creativity to return to the fore following programmatic consolidation predicts Advertising.com CMO Allie Kline
Advertising creativity will once again become the focus once programmatic consolidation has settled down, according to Advertising.com’s chief marketing officer, Allie Kline.
Speaking to The Drum, Kline admitted that she and parent company AOL have been “extremely surprised” with the take-up and rate of adoption of programmatic advertising in recent years, which has seen the media company itself witness a growth in programmatic revenue reach 34 per cent of its overall advertising revenue.
“The potential for programmatic is that the rate of adoption has surpassed any analyst prediction, and surpassed every internal prediction we had and we have been as bullish Read full story ›
Source: The Drum
