Great article and insight into creative ad development. It breaks the creative ad process into 3 categories - localization tools, personalization tools and optimization tools. Localization represents the most basic level of dynamic creative--ads that update in real-time to match the user s location, the local weather, the time of day and so on. Personalization takes this one step further--ads that update to match the consumer s personal attributes: age, gender, buying history, online and offline activity, and so forth. This is where first- and third-party data kicks in. Then there s optimization. Here we re talking about tools that can help brands and agencies automatically test creative and determine in real time which creative is most effective for a given customer. These tools aren t mutually exclusive. In fact, they are most effective when used in tandem

Addroid lets you easily convert your legacy 40K banners and rich media banners with old technology from the 90's that also don't run on mobile by taking the traditional banners and turn them into video banners that run everywhere. This reduces the cost of development from 2 weeks to a few minutes. Additional they solve the problem of running rich media in programmatic and various ad networks.