With the rapid adoption of programmatic technology there has been much more efficient ways to buy and sell online advertising. About 85 percent of advertisers and 72 percent of publishers participate in programmatic, a number that is expected to continue to grow even more rapidly in the next two years, according to the Interactive Advertising Bureau (IAB).
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But an unexpected problem has arisen because of this growth. The creative portion of the advertising process is having trouble keeping up. Many advertisers are struggling to take advantage of programmatic technologies because they don’t have required creative messages in nonstandard sizes and formats. Read more…