The New York Times and other publishers are on the leading edge of creative optimization of advertising formats, a sign that “creative matters now and people are excited about it,” says Flite CEO and Co-Founder Giles Goodwin.
There is an active trend to move beyond finding people in the digital world to target and the inventory to serve them. Now it’s all about what you show them, when and why.
“You have all this data so now you can customize the creative to the user’s experience with the ad,” says Giles. “So you take the creative and treat it like a little application and dynamically deliver the right experience for the consumer.”
Watch the Giles' interview and read more on Beet.TV here →.