Some creatives have continued to view data as an intrusion that undermines their work by valuing algorithms over instincts, but that may be starting to change.

One development that creatives are excited about is the availability of programmatic technology that allows them to show hundreds of different iterations of creative to different customers, according to Erin Matts, CMO of Omnicom Media Group’s data arm Annalect, in an interview with Beet.TV.

While programmatic buying is nothing new, the ability to deliver customized messages to individuals at scale is.

“While we were optimizing the heck out of the media plan, every single person was getting that same creative message,” Matts says.

When describing how “programmatic creative” works, Matts observes that an automotive brand could start with its own first-party party, where it might have customer emails and insights into whether they like red cars or convertibles or a certain kind of interior. Then it could bring in third-party data to ascertain things like when the customer likes to shop for a car.

The creative winds up being tweaked based on people’s understood likes and interests, which manifests in differences in the color palette, the specific product shown, and the call-to-action in the ad.

“It does get into hundreds of permutations of that creative,” she says.

This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C Insights + Teletrax.