What Happened to In-Housing?
Three years ago, brands took a huge risk in beginning to bring a lot of advertising solutions in-house, but what happened? As we continue to navigate out of this pandemic, brands have had to steer a [...]
Creative Experimentation at Scale
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Digiday Programmatic Marketing Summit LIVE -
Interview | 0:22:57 -
05/18/2021
Speakers
Natasha Potashnik
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SVP, Data Science & Media Optimization, Known
For decades, marketers struggled to reconcile creative impulse with the rapidly expanding universe of technology toolsets and capabilities. The results have been binary – you either end up with the equivalent of computer generated art…or a creative-led process where data and insights are retrofit to support the outcome. Creating a space where these two mindsets can merge seemed relatively unattainable, until now. In this session learn from Natasha Potashnik, svp of data science & media optimization on how to algorithmically and dynamically optimize creative weighting at scale and understand the importance of testing creative to achieve optimal results for your clients.
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