Panelists tried to identify the reasons for this lag in creative — among them “standard banner sizes” available in programmatic, according to Stefan Kosel, GM Product, Reactx. “Forget about fixed sizes,” said Kosel. “Publishers don’t have fixed size pages, they have responsive design.”
Opening up formats would help with another challenge: “Trying to get creatives excited” about the possibilities of imaginative work combined with technology, noted Waddle.
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