“Programmatic creative” sounds like an oxymoron.
The promise, however, of data-driven, data-intensive communications that are rendered in real time so they appeal to different customers across demographics is very appealing. The problem is, while many people have made clear that good creative can make the difference in digital advertising, the promise of the “right message to the right person at the right time” is still a ways off. Two new efforts — a new company, Anagram, and a new service by Omnicom’s Annalect platform — are hoping to solve the major issues with programmatic creative.