The main concepts of advertising have been around for over a century, but the emergence of programmatic creative and the creative management platform (CMP) is a phenomenon that is much newer.
A number of companies have seen incredible results from creative management platforms, including Anheuser-Busch, the biggest brewer in the world, and Intercontinental Hotels Group (IHG), the second-biggest hospitality company in the world.
Programmatic creative technologies combine well with programmatic buying, data management platforms (DMPs) and demand-side platforms (DSPs). In this ad tech stack arrangement, the CMP is the creative arm of a data-driven campaign strategy.
We’re going to explore seven ingredients that can make up the perfect creative management platform that aligns with your programmatic creative strategy. If you’re still learning about what a CMP is, check out the video below before you review the list. [Read more…]