Why the Marriage of Data and Creativity Is Critical for Improving Brands’ Bottom Lines

Bridging the gap between science and art

In the constantly shifting and often convoluted world of media, two major industry movements are currently under way that will shape how content is produced and business gets done: the rise of programmatic ad buying—you might have heard something about that over the last 18 months or so—and a growing openness on the part of sellers to work more closely and collaboratively with creative.