Why Must You Marry Programmatic and Creative Together?

At its core, advertising is about telling a story to the consumer in order to engage them with the brand. Creative and messaging has gone hand in hand for decades. However, with the rise of digital and the “device-led age”, challenges have become apparent when designing ads across channels and devices, diminishing the role of the creative process often in favour of focusing on the efficiencies of programmatic ad buying.

So how can creative and programmatic work together and how can brands ensure they deliver ads that people enjoy, rather than annoy them?