Custom creatives are the future for big Publishers. Creative, A.D.’s, C.D.’s, salespeople and developers working with creative and digital agencies will produce the user experiences that are necessary to bring the lion’s share of media buys out of traditional media and into the digital arena. Your website will either suffer financial stagnation as the RTB environment races towards equilibrium or be part of cohort that blasts through that $40 Billion wall and absorbs some $100 Billion spends that have been doing nothing to increase brand interaction on those boring old mediums.
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