On this week's podcast, we highlight creative ad tech, an evolving field for marketers who want to bring rigor to their creative testing, produce tons of creative and serve those ads.
They want it all in one so they can detect halo effects across channels and also bring disparate teams together. The 'disparate teams' are often creatives (the artists) and media (the spreadsheet wizards), who often come at advertising problems from very different directions.
Creatives are 'curious to know how the work performs,' Lai said. They want to know what the CPA is with Dog Breed A vs. Dog Breed C, or if they nailed the right shade of orange for the ad.
Google thought it was quashing Prebid, summarizing his story much later on a witness stand, during the IAB Tech Lab hearing regarding the influence of major members like Google.
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