A proliferation of platforms and screens coupled with more sophisticated targeting techniques and technologies is driving a massive digital transformation for the creative ecosystem (brands, agencies and production vendors). As a result, exponentially more content needs to be created for these new platforms to support micro targeting and increase user engagement.

Over the last 15 years, the media industry has delivered tremendous innovation and technical capabilities, including programmatic advertising, AI-driven insights, data monetization, and automated marketing platforms, but simultaneously, the creative side of advertising has remained stuck in the dark ages.

Read the full MediaPost Agency Daily commentary here.