By Marie-Louise Dalton

As marketers get savvier at collecting and leveraging data, the opportunities around personalisation messaging—also known as dynamic creative optimisation—are evolving. In the last 10 years, the industry has reached the point where display advertisements can be dynamically assembled in a split second based on consumer data, context, and inventory availability, among other factors.

Most marketers agree that this highly tailored approach to advertising is here to stay. But now it’s imperative to understand the importance of the accuracy of the underlying data that drives the placement and the creative display.

Unifying programmatic with the creative

Dynamic creative allows marketers to deploy an infinite Read full story ›

Source: The Drum