Rubicon Project has promoted creativity boosted by data and according to its General Director, Patrizio Zanatta this means that advertising is changing, and at the same time shifting the way advertising creatives conceptualize their work. “Data have the power to give advertising relevance and customization for the audiences consuming it.” Regarding the 2016 Cannes Lions International Creativity Festival, Zanatta told PRODU that when aiming to create a relevant message and a story for consumers “data not only rule creativity customization, but also targeting and messaging to relevant audiences.” For instance -he explained- that during the 2016 de Advertising Week Europe, Rubicon Project developed a campaign called The Future of Automation. “This campaign proved the power of ad tech to operate on multiple channels at the same time, from traditional ones to the most modern. Message and creativity adapted to each channel and resonated with desired audiences.” Consumers face a tremendous information saturation -he said- and many are tempted to use ad blockers if the content offered isnt relevant or very invasive. “Today we know that traditional advertising formats often cause rejection and high impact formats such as native advertising guarantee that consumers continue to be interested during their contents consumption experience.”
