Recently, a creative agency invited me to talk with them about the evolution in media buying technology. They wanted to better understand how programmatic and RTB—two of the driving forces of Advanced TV—were changing the advertising business. These were bright, sophisticated creatives, but the more we spoke, the more I sensed their apprehension, even fear.
I understood why when the creative director explained his view that the trouble with programmatic is that it moves us closer to a world where there’s such a thing as the right answer. He argued that advertisers and their agencies would play it safe, and therefore close off the ideation that has given advertising its most memorable, iconic and groundbreaking work.
Programmatic is not the death of creativity.