The End of Final Approval and the Era of Dynamic Creative
Make It. Review It. Approve It. Ship It. That’s how advertising’s worked for a very long time, even in the age of digital. Marketers know what their brand messaging is going to look like before it makes its way out the door, but that approach isn’t going to make it in the age of dynamic creative. AI will soon determine what a final message will look like based on the consumer that will see it and the context in which it will be experienced at the moment it’s seen.
The age of giving final sign-off on creative is coming to an end.
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