What is Creative Management Platform and How It Works?

Nowadays, advertising channels become more diverse, the ability to build, collaborate, and get advertisement creatives approved can become a nightmare. Further, People-based ad targeting brings the opportunity to target increasingly small segments of customers but at the same time it increases workload, creating more versions of ads become a headache for advertisers and publishers and that's where creative management platforms (CMP) and Dynamic Creative Optimisation (DCO) comes into the picture to make it little easier and convenient.

According to the study conducted by AppNexus, 97% of digital ad campaigns don’t have a unique creative for each targeted placement. Targeting different users in different geography with the same creative is completely a waste of money and it negatively affects your ROI.  

But what is Creative Management Platform and what it does?

It’s basically a cloud-based tool for brands and publishers to produce, distribute and measure their digital creatives. The platform helps in streamlining design, improve workflows and optimize all creative to industry standards. It automates the creative production for digital campaigns and gives you full real-time control of your digital marketing content.

With the growing complexities in the industry, it is imperative to have centralized control. With the ever-expanding list of media channels, ad formats, and publisher specifications, creative suffers like anything as brands work to manage the escalating costs. CMP’s helps in resolving these issues by providing the centralized platform where all creatives can be produced, distributed and consistently measured also. 

What’s the Mechanism?

To generate needed ad versions, two main platforms have evolved. One is called Dynamic Creative Optimization and another one Creative Management Platforms. So let’s understand the first one as we have already understood CMP. In DCO, a variety of ad components — such as main body backgrounds, main images, overlay text, and so on — are dynamically assembled when they are served, according to the particular needs of the impression.

E.g. an impression targeted at males 18–35 who live in Mumbai and follow cricket might receive an ad built for that segment, in real time. While DCOs can assemble versions that are built on the fly, its sibling, CMP, offers a computer-aided tool so creative staff can prebuild lots of ads for specific segments.

So, an ad impression targeted at males 18–35 residing in Mumbai City and follow Cricket matches can be filled by an ad — out of dozens or hundreds created for the campaign — that was previously built for that audience segment with a CMP. In order to make the mechanism perfect, it deploys machine learning which facilitates automated picture cropping, automatic size and design generation and other computer-assists to generate a large variety of completed ads.