COLOGNE  — Even though programmatic advertising is rooted in technology, it has the power to drive more creativity, says Matt Blackborn, President of Emerging Markets at SMG, in an interview with Beet.TV.

“There has been such an emphasis on technology and and how programmatic can drive efficiency and less about the power to unlock audience to brands messaging,” he says, but that potential exists because the audience insight from data-driven buying can help brands develop better creative, he says.”We want to transition from storytelling to story-building and unlocking audience data and insights to build a different marketing and branding experience.”

However, programmatic still faces hurdles in perception before use becomes widespread. “We need to change the perception and show real business outcomes through programmatic channels, and when we do more clients will use it,” he says.

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.

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