CHICAGO — So-called “programmatic” ad-buying tactics, which let ad planners reach tightly defined audiences using efficient targeting and buying technology, has come a long way. Now the next challenge for programmatic algorithms will be learning to connect with creatives, says one digital ad leader.<\/p>\n

“Today, media is always outpaced from a technology perspective relative to creative,” Publicis’ VivaKi<\/a> digital unit products president Kurt Unkel<\/a> told Furious Minds CEO Ashley Schwartz\u00a0in this taped interview at Beet.TV’s programmatic video advertising summit<\/a>.<\/p>\n

“Crafting stories that really communicate to people in a cadence that will make sense is … going to be something that, over the next 12 to 18 months, as an industry, we’re going to see a lot of focus on.”<\/p>\n

Unkel said connecting programmatic tactics that are booming with creativity ad divisions would become more important. He added about 30% to 40% of digital video ads served by VivaKi were delivered using addressable techniques.<\/p>\n","protected":false},"excerpt":{"rendered":"

CHICAGO — So-called “programmatic” ad-buying tactics, which let ad planners reach tightly defined audiences using efficient targeting and buying technology, has come a long way. Now the next challenge for programmatic algorithms will be learning to connect with creatives, says one digital ad leader. “Today, media is always outpaced from a technology perspective relative to […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[3503],"tags":[5265,5312,3102,3211,3381,3407,2775,2782,3199],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/21169"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=21169"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/21169\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=21169"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=21169"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=21169"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}