By Ronan Shields

Unilever, Nestle, GlaxoSmithKline (GSK) and TUI are looking to scale their programmatic media buying strategies with dynamic delivery of creative in an attempt to alleviate the problem of brands reaching the right audience, but with the wrong creative.

Programmatic advertising technology is fundamentally about audience trading but in the rush to exploit its efficiencies the industry has yet to apply the potential benefits to produce more dynamic creative, according to speakers at this week’s Ad:Tech conference.

Speakers from some of the world’s top media spenders spoke about their willingness to experiment with programmatic to deliver timely personalised ads at this year’s Read full story ›

Source: The Drum