Three online advertisers are suing Google for allegedly violating antitrust laws by monopolizing "digital advertising markets." “Google leveraged its stranglehold on online search and search advertising to gain an illegal monopoly in brokering display advertising on other companies’ websites,” the marketers allege in a class-action complaint filed last week in U.S. District Court for the Northern District of California. The case was filed on behalf of Washington, D.C. tour company Grand Atlas Tours, Delray Beach, Florida-based Prana Pets (which sells herbs for dogs and cats) and the San Francisco law firm Hanson Law. They claim Google “achieved this market dominance in part by acquiring rivals in the online advertising space, conditioning access to its search-results data and YouTube video advertising platform upon the purchase of its separate display advertising services, and ensuring those systems were not compatible with those of its competitors in online advertising."
Creative and analytics teams are drastically different disciplines, driven by different personalities and workflows, which means that merging them takes purposeful planning.
The timeline is the first big challenge. The creative team looks ahead, creating new campaigns to be launched in the future while analytics teams review the past, examining what happened and translating that into recommendations that apply to the creative team’s work.
Additionally, the speed at which the creative team moves is another difficulty, making the task of stepping into the communication flow feel like stepping into a four-lane highway. But, it’s worthwhile! Data-driven creative performs better due to increased relevance and enhanced understanding of customer behavior. see more at: https://www.jschmid.com/blog/left-brain-creative/