This article originally appeared on www.businesscollective.com.

Today, creative automation is at an inflection point.

It can deliver a deeper understanding of our customers; shape media plans around target audiences instead of publisher channels and unlock possibilities to deliver increasingly more relevant messages. But agency creatives need to wake up and smell the algorithm and see the value in one-to-one messaging.

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It seems like a natural step, right? But agency thinkers have yet to see purchasing programmatic advertising as the next big thing, and there is a general lack of interest when it comes to dynamic creative marketing. There’s no question the industry is quickly changing, and the agencies that embrace the need to tweak the message based on consumer data will quickly surpass the competition. In 10 years, algorithms may control the digital creative process, making it more important


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Source: Black Enterprise » Small Business