The next revolution in media is going to have to occur in the world of creative, says Shenan Reed, president of digital at MEC.

“We think there’s tremendous opportunity for more creative, more targeted creative,” she says. “We can really get granular with all of the targeting.”

Digital and data, because they’ve become such powerful assets for understanding consumers, are now moving to the front of the conversation.

We interviewed Reed last week at the Teads Outstream conference in New York.