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INFINITE BRILLIANCE:
Personalised Dynamic Creative And Programmatic Advertising Lets Campaigns Shine
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These fractal-like features of programmatic advertising help to describe its power, but they also expose one of its main challenges. “Historically, [advertising] was creating one piece of brilliant creative to be fed to millions of people,” says Douglas Kofoid, former president of global solutions at VivaKi. “But now it’s about turning that upside down. We need millions of pieces of brilliant creative to be fed to each individual on an as-needed basis depending on who the person is, where they are and what their needs are.
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