RTB House this week announced that is launching a Creatives Lab unit. The unit will develop performing dynamic banners for both display and video. RTB House says is constantly working on improvements to its core technology based on deep learning as well as other aspects of the RTB ecosystem, such as creatives, which strongly determine the overall success of the campaigns.
Creatives Lab has the focus to improve the overall performance of creatives, as well as develop new formats of dynamic display and video creatives. Besides its own projects, RTB House says Creatives Lab will also collaborate on projects with the AI Marketing Lab – a unit, opened by RTB House, in May 2018, dedicated to the development of new mar-tech solutions.
“Creatives are crucial in determining the overall results of campaigns. Not only do they attract users to click and make a purchase, but are also an important factor in brand image. However, brands are often not able to dedicate a lot of budget and resources to work on creatives, especially if the goal is to use personalized creatives whose performance is enhanced by the use of the dedicated offers recommendation mechanism. That is why we are investing in the Creatives Lab. As a service provider, we want to offer products and product add-ons that will be important for our clients, long-lasting, and best-in-class.”Grzegorz Kłapkowski, Operational Manager of the AI Marketing Lab and the Creatives Lab