Stop the Family Feud: How Agencies, Ad-Tech Vendors and Brands Can Be Friends
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Advertising-technology vendors and agencies are part of the same ecosystem and often share brand clients. But each has developed an animosity toward the other. They straddle opposite sides of a creativity-automation divide, with brands caught in the middle.
Big data allows previously unimaginable levels of precision ad targeting, but it has opened divides among ad-tech vendors, agencies and brands. Ironically, though, it’s in the technology that we can also find bridges across.
Ad-tech vendors are at home with big data; it fits their numbers-driven world. But it has darkened the canvas for ad agencies, which take pride in their creative side. It began around 2007 with the rise of “dynamic creative” providers like Tumri, Teracent and Dapper. The ads employed machine-driven templates to boost performance, but the machine also determined the creative.
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