The technology behind targeted media has developed robustly, but the creative side still needs work. However, that’s poised\u00a0to change as the industry works on evolving standards for creative and technology within ads, says Cary Tilds, Chief Innovation Officer at GroupM<\/a>\u00a0in an interview with Beet.TV.<\/p>\n “The standards [for targeted ads] that we are developing are around IAB’s ‘rising stars’ ads. We’re\u00a0thinking about the ads not being in a box, but\u00a0in terms of components — components of creativity, of delivery and maybe of a ratio. It’s about each individual asset within an ad as standing alone, and being\u00a0able\u00a0optimize when an asset goes to a consumer and if it resonated.\u00a0We haven’t had any standards around this yet,” Tilds says to Beet.TV.<\/p>\n Standards in this area will better set up the digital media future for things like\u00a0artificial\u00a0intelligence and\u00a0making ad creativity a bit more programmatic in some ways, she says.<\/p>\n Other opportunities on the interactive ad front lie in shoppable and buyable ads. “We have talked about video as a way in which we can interact and you don’t have to leave the environment of an ad\u00a0to try a different color or price, and evolving that too in the near future so you can buy within the ad.” But to reach that\u00a0future in ads requires shifts in industry standards, ad serving, and media and planning for such experiences, she says.<\/p>\n