AdReady Blog

Can Ad Creative Diversity Accelerate Programmatic Media Growth?

New Industry Report From CPXi Highlights “Programmatic Creative” as the Solution for Increased Performance at a Decreased Cost; Report Finds Display Advertisers Are Currently Paying up to 4x More Than Necessary.

NEW YORK, NY–(Marketwired – Jan 22, 2014) – The results of an in-depth special report examining the critical need for an automated solution to the problems of scalability and lack of diversity in display ad creative chronicle the rise of programmatic, highlighting how it has enabled the media buying side of display to increase its operational efficiency and targeting accuracy. However, the creative side remains limited by budget constraints, as well as the lack of flexibility to respond to real time market developments, leading to higher prices and lower campaign ROI.

This CPXi report, based in part on proprietary data shared by AppNexus, revealed that advertisers are currently paying up to 4x more than necessary to reach audiences with display.

In order to understand the performance of particular unit sizes and identify ways advertisers could improve overall campaign results by adopting a programmatic approach to the creative process, CPXi aggregated and analyzed an extensive, combined pool of its own data, as well as that of AppNexus’. AppNexus has unique insight into client activity on both the buy and sell side as the largest independent ad technology company in the world.

To read the entire press release, please click here.

To read the report, please click here.