About the Session
Putting the 'Creative' Into Dynamic Creative Optimization
The display industry is obsessed with media, while the creative is often confined to the creative agency. Both have been pulled into the vortex of ever shrinking margins and ever more impatient clients. Dynamic creative optimization changes both the performance equation, and the user experience. Engaging creative at the right time, in the right way will ensure more integrity of the advertising concept and higher degrees of operational excellence. While the machine learning elements of dynamic creative optimization improve performance significantly, there has been complexity in implementing throughout the display value chain. Jane Barratt leads us through the innovations that are making dynamic creative accessible and easy.
About the Speaker
Branding and Digital Marketing Expert, Angel Investor and Consultant
Jane Barratt – Branding and Digital Marketing Expert, Angel Investor and Consultant – is an internationally recognized branding and digital marketing leader, who is consistently at the forefront of changing market and business dynamics. She has spent the last 20 years building brand value and generating growth via contemporary marketing and advertising with some of the world’s largest and most innovative companies. Jane led agencies for Euro RSCG, Sapient and Young & Rubicam. In this time, she has collaborated with many of the Fortune 500 across the Technology, Automotive, CPG, Financial Services, Media and Consulting categories. Deeply entrepreneurial, she has developed and grown digital agencies within traditional advertising companies, and marketing businesses within technology companies. Beyond the business expansion, these initiatives involved enormous cultural and process changes. Jane is a board director and advisor to technology startups (including Cognitive Match) and non-profits, a mother of three and a huge fan of caffeine in all its forms.