But as the use of consumer data comes under increasing scrutiny, the focus, at least for advertisers, will turn back to powerful creative, according to Forrester. In 2019, advertisers will start turning to creative adtech vendors like RevJet...
Creative adtech will also improve ad quality and cross-channel storytelling. More brands will refrain from stalking consumers around the internet with cheap-looking, product-focused display ads, according to Forrester. “Despite what marketers and advertisers think, the media industry isn’t nearly as customer-obsessed as it could be,” Colburn said. “I am most bullish on advertisers trading in their hyper-targeting obsession for a hyper-focus on creative in advertising - it will improve both the customer experience and overall results.”
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