Ben Davis says, “People-based ad targeting brings the opportunity to target increasingly small segments of customers.

But with that comes the extra workload, creating more versions of ads. That’s where creative management platforms (CMPs) and dynamic creative optimisation (DCO) comes in.

I caught up with Victor Wong, CEO of Thunder, a CMP, to find out more about how advertisers are using CMPs.

What’s the typical use case of a CMP?

Creative management platforms help conquer today’s ad design and production challenges.

Advertising keeps getting more fragmented. Campaigns have become multi-format, multi-size, multi-device, multi-audience and multi-channel.

CMPs give advertisers the creative leverage to both satisfy the variety of inventory requirements, and make variations of ads that are more relevant and perform better with specific audiences”.

What are the benefits of a creative management platform (CMP)?

Econsultancy

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