The Drum @ Cannes: Why programmatic will steer the creative agenda

Programmatic’s ability to inform the creative process is emerging as a key theme at this year’s Cannes Lions – and that can only be a good thing, according to AudienceScience chief strategy officer Mike Peralta.

He is buoyed by the change in conversation on the Croisette and believes that technology and data will continue to grow in importance at the international festival of creativity.

Speaking to The Drum, in the first of a series of thought leadership videos in partnership with AudienceScience, Peralta says: “Lots of folk are starting to talk about data, media and how to use data in the creative process.”

In the video interview he outlines reasons for this, including a confluence between technology and creative sides; the rise of addressable media as “almost” the Holy Grail of marketing and that data can make creative both smarter and more immediate.

He adds: “The beauty of programmatic is there is an almost unlimited supply of data and there’s an almost unlimited supply of processing power. When you have that you’re able to target your audience at scale with the right message.

“There’s no more line between creative and data. In fact, the data is becoming more and more prevalent, easier to understand and can affect how you do creative.”

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