This story was delivered to BI Intelligence "Digital Media Briefing" subscribers. To learn more and subscribe, please click here. A large proportion of creatives — those who conceive and create ads — at small agencies do not understand programmatic advertising, according to a survey by ad tech firm Turn. The study surveyed over 200 creatives across small and large agencies. Its results point to a gap in skills and knowledge between these agencies on how to harness programmatic ads, with larger agencies being much better equipped. At the same time, the study suggests that programmatic advertising has room to grow, as more smaller agencies become attuned to the new opportunities offered by...
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