By Jessica Davies, News Editor

April 23, 2015 | 2 min read

Programmatic trading must move beyond the media agency realm alone and be introduced into the creative process at the ideas stage for it to reach its full potential, according to media experts and judges of The Drum’s Digital Trading Awards (DTAs).

Speaking to The Drum the judges, which include The Guardian’s global revenue officer Tim Gentry, former Kellogg’s digital director and DTA chair Alex Tait, and the IPA’s media and emerging technologies consultant Nigel Gwilliam, spoke of the need for the technology to be embraced as a creative opportunity rather than an effective media distribution channel alone.

Former head of IASH Julia Smith, now an independent consultant and DTA judge, said the industry has "forgotten the basics – the common sense elements of marketing" having focused predominantly on the technology."What will be interesting is seeing how companies start to marry up their creativity with progrrammatic strategies because the potential is huge," she said.

Gwilliam added that programmatic technology is the "logic" of advertising and the creativity is the "magic".

"We believe in the great combination of magic and logic. It doens’t matter how the good logic is and how good the data and technology platforms are - they can always be impoved on with creativity - the magic, and that is philosophically something brands and their agencies should be thinking about," he said.

Watch the video above to see their views on how marketers should address this trend.

The Awards, in association with AppNexus, will take place on Wednesday 29 April at Marriott Grosvenor Square. They are sponsored by Adform, Audiece2Media, eXelate, Integral Ad Science, LiveRail, Millennial Media, Quantcast, Sphere Digital Recruitment, Strike Ad, Tremor Video and TubeMogul. To book tickets visit the dedicated page.

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