One of the most powerful performance levers is creativity, yet marketers underuse this strategy due to cultural differences between the media and creative teams.
This week’s podcast focuses on creative ad tech, a developing area for marketers looking to deliver those advertisements, generate a ton of creative, and apply rigor to their creative testing. Additionally, Nikhil Lai, a Forrester analyst, talks about the industry’s leaders and competitors in the Forrester creative ad tech Wave.
“I’ve been hearing from our clients that they don’t want a separate tool for creative production, a separate tool for dynamic creative optimization, or a separate tool for bid management,” Lai explains. “They want it all in one so they can bring disparate teams together and detect halo effects across channels.”
The “disparate teams” are frequently media (the spreadsheet whizzards) and creatives (the artists), who approach advertising issues from rather different angles. However, by improving the connection between the two domains, creative ad tech could bridge this divide.
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According to Lai, “creators are curious to know how the work performs.” They want to know if they got the appropriate shade of orange for the advertisement or what the CPA is between Dog Breed A and Dog Breed C. “A large number of the creatives I interviewed are now obsessed with media metrics.”
The open source header bidding wrapper Prebid became its own organization outside of the main industry trade association when we got a glimpse of the backroom intrigues at the IAB Tech Lab. What transpired highlights the impact of Google, one of the group’s largest members, and its ongoing antitrust battle.
James Hercher, Senior Editor at AdExchanger, examined the testimony of Brian O’Kelley, the CEO of AppNexus at the time, when he was testifying. The company’s open source header bidding wrapper, Prebid, attempted and failed to join IAB Tech Lab.
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“Google believed it was removing Prebid,” Hercher summarizes his account. “But you created the monster you were trying to stop by making the tech stand on its own.”
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