PALM SPRINGS, CA — Big data has helped marketers optimize audiences for their ad campaigns but the next important trend will be in optimizing creative, says David Moore, Chairman of Xaxis and President of WPP Digital, in this interview with Beet.TV at the IAB Annual Leadership Meeting. Real-time buying makes it possible to quickly learn if an ad is effective or not.

As real-time feedback comes into agencies, creative staffers are growing more comfortable with the possibility that they may need to change creative if ads aren’t working, he says. “It’s difficult to tell what’s going to work when you first start a campaign. It requires a mindshift on the part of the creatives and artists,” he says. “Optimization of the creative is every bit as important as the optimization of the audience.”

Other trends Moore is watching include the need for “trust” in the supply chain, he tells us. “We need to create a supply chain that is impeccably clean and free of any criminal activity.”