The digital advertising industry has spent years making everything more intelligent – from targeting to bidding to measurement. But creativity seemingly never got the memo.
Despite the effectiveness of creativity being long-acknowledged and documented, advertisers haven’t had the path to leverage automation and data to make their creative experience more seamless.
Advertible and Bedrock have come together to change that.
Creative Agent, powered by Advertible and orchestrated by Bedrock’s Pathfinder, enables agencies and brands to transform a single set of assets into high-performing creatives, rendered to any format in real-time.
Everything, everywhere, all at once
Most creative tools sit outside of the workflow, and have to be applied manually anyway. This is time-consuming and resource-heavy, so many advertisers neglect the creative process.
Advertible’s first-of-its-kind technology assembles creative assets dynamically, adapting to the look and feel of the publisher, meaning there’s no longer a need to rebuild assets to suit different formats.
Create once. Deploy everywhere.
Industry veteran and technology expert Mansoor Basha kindly shared his thoughts on the state of creativity and how Advertible is addressing the challenge:
“For years, creative has been the one part of the buy that stayed manual while everything around it advanced. Targeting, bidding, and measurement all became intelligent and automated. Creative did not. In an agentic model, that gap becomes the real constraint on performance. Advertible is built to close it, bringing creative variation at scale into the flow without the production burden. That is exactly where the category should be heading: back to creative that is both well-crafted and effective.”
– Mansoor Basha, Chief Technology Officer, The Marketing Cloud (Stagwell)
Finding the path to effectiveness
Our Pathfinder multi-agent operating system already handled planning, pacing, and optimization across the campaign lifecycle. The introduction of the Creative Agent closes the loop, enabling us to serve clients all the way from decisioning through to creative.
Rapid iteration across audience segments that previously required a production cycle can now happen inside the workflow itself. Format adaptation that used to mean rebuilding assets for each placement now happens at the moment of delivery.
The Creative Agent will particularly help to level the playing field for independent agencies and mid-market brands, where production scale has historically been a competitive disadvantage.
Agencies and brands of all sizes will no longer be hamstrung by a lack of time and resources and, instead, be able to invest more of their energy into the strategy behind their campaigns in the knowledge their creative output can finally be automated. Sophisticated, multi-variant campaigns are now within reach for any Bedrock client, without being forced to build out a large internal creative operation.
The agentic loop, closed
The launch of Pathfinder earlier this year introduced an LLM-powered planning and buying module into the programmatic ecosystem, giving independent agencies and brands more control and agility. Adding Creative Agent to this ecosystem only enhances the capabilities our clients now have, and continues to help to level the playing field.
Following the debut of our world-first containerized DSP with Index Exchange, this is the latest step on our journey to reducing latency, lowering costs, and driving better outcomes for a new generation of media buyers.
Creative Agent is now available to all Bedrock Platform users.
Want to learn more about what Creative Agent can do for you? Contact us here.
