More than two-thirds of all digital display spending in the U.S. is programmatic, with mobile fueling much of the growth. Digital ad targeting has never been better. More than $6 billion is spent on data-driven ad tech like data-management platforms (DMPs) and demand-side platforms. And yet, the majority of advertisers show the same exact creative to all of their audience segments.
Digital advertising requires creating unified, but also diverse and personalized experiences. Brands need to start thinking small in their big advertising campaigns.
