With over $20 billion being spent globally in programmatic advertising, data-driven creative (or programmatic creative) poses a tremendous opportunity for marketers to reach and engage potential customers.
Though 30%, or $6 billion, of this programmatic spend is invested in targeting technologies like Demand Side Platforms (DSPs) and Data Management Platforms (DMPs), brands and advertisers have not yet successfully delivered on the promise of the right message for the right audience. In fact, according to research by AppNexus, up to 97% of programmatic campaigns lack a targeted creative for each audience segment.
This means that once the ad has successfully reached their potential customers, a majority of creatives are generic and untailored. Brands and advertisers need to combat this $6 billion waste by activating their data and delivering personalized messages that truly resonate with customers.