@pgbowen - iOS changes push for less small iterative changes and more themed concept testing which requires even more ideation. - less becomes more with unique creatives driving total campaign results. - tagging creatives and aggregating label data becomes paramount (e.g.Bidalgo solution)
@pgbowen - creative can still make or break any campaign. - this is an iOS thread but A/B testing on android for the top performing assets can translate over. - especially interactive creatives rise in value due to the ability to measure engagement within the asset itself.
@pgbowen I strongly agree with the arguments on this thread but wouldn’t be so quick to dethrone creative. Inability to fully measure user level creative data doesn’t take away its crucial impact on the resulting campaign performance. There are multiple ways in which assets matter still:
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