Undertone’s Franchi Wants Programmatic To Serve Ad Creativity

So-called "programmatic" technologies are revolutionizing the trading and targeting of online ads. But what about the content of those ads? Many ad-tech vendors, who have spent the last few years touting programmatic's numerical capabilities, are now battling over its next wave - the chance to use programmatic in the actual construction of ads themselves. "When you think about programmatic advertising … it’s being leveraged for scale, efficiencies, audience, workflow automation," notes Eric Franchi, co-founder of ad-tech vendor Undertone, in this video interview with Beet.TV. "Creative is not mentioned in [...]

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