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 thei...