The state of ad creative: The evolution of production and optimization in the age of AI and automation

This State of the Industry report, sponsored by Celtra, explores how brands and agencies produce and optimize creative digital campaigns to drive performance.

Across the digital media landscape, marketing teams are adapting to diverse advertising platforms and handling increasing content demands — all while expediting speed to market without compromising quality. In the process, brands and agencies are leveraging new production and automation tools to create increasingly effective, engaging and impactful campaigns.

In this new State of the Industry report, Digiday and Celtra polled 111 brand and agency respondents to learn how they balance innovation, cost-effectiveness and technology to streamline collaboration and creative ad production. Marketers are also taking a closer look at ad creative optimization, reinforcing its integral role in shaping campaign performance.

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