At the dmexco conference last year, I had an opportunity to meet Rob Norman, Chief Digital Officer at GroupM. After some discussion, Rob turned to me and said "we have done a good job solving the distribution problem in digital advertising, but we need to solve the manufacturing problem". I am sure anyone in the creative side of advertising would cringe at the thought of "manufacturing" ads, but I think Rob had a point. The process of producing and delivering creative is dated and needs to be re-invented using technology and data. There is a significant mismatch between the highly automated data-driven, real-time media buying platforms and the manual, clunky and "one-size-fits all" way creative is developed and delivered to consumers today via those platforms