Creative messages have opportunities in programmatic to enable the use of technology to target the right person at the righttime. Formerly, the equation was media plus creativity. It has changed now to media plus creativity plus data. The data is the vital part of the process. It is about how one engages with the customer in this world of millions of messages.

Advertisers now do not rely heavily on external agencies for programmatic buying. Brands have been increasingly using in-house capabilities of programmatic buying.