Engaging, insightful, captivating content is at the core of effective digital advertising. No matter how exceptional your product or service is, how stellar your landing page looks, or how analytical your team is, no one will click on your ad unless the creative is compelling. Think about these statistics for a moment: 1. It takes 50 milliseconds for website or ad users to assess a brand. 2. More than half of website visitors spend less than 15 seconds on the site. 3. Three-quarters of consumers say they judge a brand by its design. Successful advertising content needs to create an experience that engages users quickly while providing them with the value they are seeking. But in our data-driven marketing landscape, creative assets are often an afterthought of the overall strategy. What if they were instead at the center of the marketing strategy? Developing an extensible content foundation enables marketers to extend advertising content across formats and channels. It sets up brand clients for creative success because it makes adding new capabilities and functionality to the media plan easy. This fourth pillar of our series explains how to develop a comprehensive content library and why it's so important to programmatic marketing [...]