As consumer data increasingly shapes the creative process at ad agencies, some worry there will be less originality in campaigns
Consumer data increasingly is shaping the creative process at ad agencies. Some worry that the trend will lead to less originalityConsumer data has become an integral part of digital ad-buying, allowing advertisers to better target consumers on the internet. Now, data is shaping the creative process as well, a trend that is sparking debate within the advertising industry.
Ad agencies’ increasing reliance on data is inverting the traditional creative model, where the teams dreaming up ad campaigns use their gut instincts to tap into the zeitgeist. Now, thanks to a preponderance of highly specific information about consumers collected from sources such...
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