LONDON — Digital ad systems referred to as “programmatic” have revolutionized the targeting and trading of online inventory. Next up, they are going to need to get creative.

“Technology has really focused on the area of targeting and direct response and unfortunately has left the creative industry behind,” Marco Bertozzi, global clients president at Publicis’ VivaKi unit, tells Beet.TV in this video interview.

“On both sides, we need to work harder at how we incorporate creative in to everything we do programmatically. We’re great at targeting thousands of different people, segments – we’re not very good at bringing the requisite creative to mirror that.”

The difference between the two sectors – creatives and technologists – can be summed up with some toys. Bertozzi says the ad industry likes playing with a fully-finished Lego spaceship, whilst programmatic practitioners just want some Lego bricks to build new things with.

The fusion of the two disciplines will be on minds at the upcoming Cannes Lions festival, which includes an innovation award and will be much attended by ad tech execs, as well as creative industry stalwarts.

We interviewed Bertozzi as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull.   Please visit this page for additional segments.