Improving Digital Advertising Experiences with Liquid Creativity

It's time for an industry-wide collaboration to improve digital advertising experiences

Forewords Written by Anna Bager, IAB; Ryan McConville, Kargo; and Melissa Goidel, Refinery29

We in digital advertising live in an increasingly mobile and multiscreen world where content and advertising messages can be consumed any where; the sight, sound, and motion of digital video offer unparalleled opportunities to tell a brand story. Data—and the technology and expertise to transform that data into actionable insights—offer the modern marketer tools of unprecedented scope and power.

Despite these promising trends, our industry’s net efforts have resulted in many user experiences that are unsatisfactory, or worse.

The challenge lies in how to unlock creativity to engage and delight consumers by delivering the . . .