Half of ad industry believes programmatic ad trading boosts creativity while 28% say it ‘inhibits’ it, says AOL study

Almost half (48 per cent) of advertisers believe the use of programmatic trading is helping open up new forms of creativity and storytelling, while 28 per cent instead believe the automated form of ad buying “inhibits” creativity, according to an AOL study.

The ‘Programmatic Futures: Where Culture meets Code’ report, which surveyed the views of 136 businesses including media owners, agencies and trading desks, highlighted that there is a major skills gap in the area which needs urgent addressing, with 35 per cent of respondents citing this as the biggest barrier to progress.

The growth of automated ad trading has led to some tension in the advertising sector, with concerns arising over machines taking over from human job roles.

However, the study revealed that well over half (57 per cent) of respondents disagreed that programmatic is replacing the role of the human in advertising. Read more…

 

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