Why Brands Need to Budget for Beautiful Creative on Mobile

There’s been a major shift in the digital ad world over the past few years toward programmatic buying and efficient media spend. As we’ve gotten smarter about targeting and more dialed in to efficiency, some of the more compelling and beautiful creative has fallen by the wayside. We’ve become almost obsessive about efficiency — when we draw up our budgets, programmatic is the first line item and the adjectives we’re concerned with are “efficient,” “effective” and “affordable.”

(continue reading – AdAge)