Digital advertising is all about relevancy, flexibility, efficiency, and measurability -- at least, that's what we tell ourselves. But it's difficult for brands to wield digital's full power without a clear and current understanding of the underlying technology. This is especially true when dealing with the mercurial world of data-driven creative.
We spent the past year talking to digital advertising professionals of all stripes at brands, media and creative agencies, and found that many extremely capable marketers are actually being held back by a small set of widely held misconceptions about what can and cannot be done. Bottom line: marketers that are unsure of the latest capabilities and how to effectively apply them simply won't innovate.
