The march of digital has meant the rise and rise of programmatic advertising . Simply put, programmatic is the use of machines to buy ads.
At Zee Melt, a festival that celebrates creativity, the question posed to Brian Gleason, CEO, Xaxis, Group M’s programmatic advertising company, was how could data and machine-dependent buying be creative? To which his counter was to offer something called Programmatic Creative – unifying data to personalise the message for different people. Excerpts from an interview:
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