Creative Management Platforms are a class of programmatic creative ad technologies that meet the design needs of modern digital advertisers who are looking to tailor, test and optimize the creatives in their campaigns.
The core use of a CMP is ad design and production at scale. To tailor an ad’s messaging to its audience, for each segment, a different creative must be produced or generated. CMPs use a combination of manual and automated features to amplify the creative output of a team dramatically.
What benefits do advertisers get from Creative Management Platforms?
Advertisers can use the high volume of creative production enabled by Creative Management Platforms to make their creatives perform better through three key qualities:
- Tailored: Achieve message relevance by tailoring creatives to audiences
- Timely: Keep the creatives fresh by being able to refresh messaging frequently
- Tested: Have creatives to split test, learn, and optimize from