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Various big name companies, including Nestle, Unilever and GlaxoSmithKline, have called for more creative and dynamic ads to be used in programmatic advertising.
Programmatic ads are those that are automatically bought and placed by software rather than by humans.
The companies believe that uncreative, untargeted and unoptimised ads are letting down the otherwise promising method.
Demonstrating the kind of creativity it thinks the industry should be aiming for, Unilever recently launched a programmatic advertising campaign in Brazil which used 100,000 different variations of an advert, so that users are targeted with the most appropriate and personalised ad possible.
A spokesperson from GlaxoSmithKline also commented on the issue, saying: “Programmatic is about dynamic content and delivery of that dynamic content based upon data signals that are coming from your data management platform.”