AOL conducted its study with some of the UK's biggest media owners, trading desks, industry bodies and publishers and found that programmatic trading is inspiring a fundamental step-change in the way agencies, brands and publishers are working, with deeper more collaborative relationships being forged around creative strategy and data analysis.

When asked whether the ability to target and track consumers through programmatic technology is leading to new forms of creativity and storytelling in advertising, 47% agreed or strongly agreed, compared to 24% who disagreed or strongly disagreed. Overall the industry believed that programmatic was enhancing creativity, with almost half of respondents (48%) to our research seeing it as having a positive effect, rising to 56% of buy-side respondents. This compared with 28% of the industry who said programmatic inhibits creativity and 24% who said it makes no difference. Nearly a third (29%) already agree that the time freed up by automation is allowing them to focus more on higher value formats and campaigns such as native advertising.
http://www.rapidtvnews.com/2014100735571/programmatic-ad-trading-set-to-enhance-value-and-creativity.html?utm_campaign=video-mobile-to-drive-advertising-through-2019&utm_medium=email&utm_source=newsletter_324#axzz3FW2lO13f