The technology behind targeted media has developed robustly, but the creative side still needs work. However, that’s poised to change as the industry works on evolving standards for creative and technology within ads, says Cary Tilds, Chief Innovation Officer at GroupM in an interview with Beet.TV.
“The standards [for targeted ads] that we are developing are around IAB’s ‘rising stars’ ads. We’re thinking about the ads not being in a box, but in terms of components — components of creativity, of delivery and maybe of a ratio. It’s about each individual asset within an ad as standing alone, and being able optimize when an asset goes to a consumer and if it resonated. We haven’t had any standards around this yet,” Tilds says to Beet.TV.
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