My favorite book of all time is the Little Prince, from Antoine de Saint-Exupéry. I’ve read it more than I can count, and every time I have a different takeaway. To me that’s been a core reference of deep, meaningful storytelling. My childhood was filled with comic books, movies, video games (I’ve been a deep fan of The Last of Us since 2013, very different from the Little Prince…) and music that taught me how powerful storytelling could be. As I grew up, I realized that creators were getting a growing set of tools, mediums and platforms to express their vision. After two decades in AdTech, I’ve seen the industry mature from a place where creativity and technology were at odds to one where they’re becoming true partners. And I couldn’t be more optimistic about what’s next.
Beyond the False Choice of Tech vs. Creative
For a long time, we operated under the assumption that you had to choose between technological efficiency and creative excellence. But that choice never made sense. During my time at Amazon, I’ve been very lucky to work on the first iterations of what eventually became Amazon Brand Stores, a project that taught me how commerce and creativity could amplify each other when properly integrated. According to Amazon Ads, shoppers who visit a Brand Store during their shopping journey purchase 53.9% more frequently, have a 52.1% higher add‑to‑cart rate, a 42.4% higher average selling price, and a 71.3% higher average order value compared to those who do not visit a Store. The most effective advertising has always blended emotion with precision. Today, we’re finally seeing technology become an enabler of creative expression, not a constraint.
Tech Amplifies, It Doesn’t Replace
The real magic happens when technology amplifies human creativity. AI and machine learning aren’t replacing creatives; they’re freeing them up to focus on storytelling and strategy. In fact, TripleLift’s latest research with EMARKETER found that marketers are already leaning on AI to streamline a range of creative tasks including ad copy (50%) and image and video generation (37.8%).
TripleLift’s AI detection technology, for example, can analyze content context in real-time to ensure that creative executions align naturally with their surrounding environment while maintaining the brand’s authentic voice. This contextual awareness allows creative teams to focus on developing compelling narratives and emotional connections rather than worrying about technical implementation across multiple environments.
Creative Accountability, Measurement and Performance
When creative teams can see exactly how different messaging approaches, visual styles, and format choices impact brand metrics and business outcomes, they make more informed creative decisions. Creative teams that understand their audience’s emotional and rational triggers can take more strategic risks and develop more compelling advertising. Data reveals what resonates, but human creativity determines how to build on those insights in surprising and engaging ways.
Modern creative measurement creates accountability for creative quality in ways that benefit everyone in the ecosystem. If brands measure whether their advertising increases brand consideration, drives purchase intent, or builds positive brand associations, they invest more in creative development that genuinely connects with audiences.
Scale with Soul through Format Innovation
The biggest challenge has always been achieving scale without sacrificing a brand’s soul. Now, thanks to innovative technology, a single creative concept can be dynamically optimized for thousands of placements while maintaining its core emotional appeal. Native advertising, connected TV experiences, and interactive formats are all moving toward approaches that respect how people actually consume content. It’s not surprising that online video (79.9%), display (77.4%) and native (66.5%) are currently the top formats used in digital advertising, according to the TripleLift/ EMARKETER eresearch. Our native advertising formats consistently outperform traditional display advertising because they integrate seamlessly into content environments. Advertising that feels like a natural part of the content experience rather than an interruption, improves both engagement and brand outcomes significantly.
The future of creative in AdTech isn’t about choosing between technology and creativity; it’s about using technology to amplify creativity in ways that create genuine value for brands, audiences, and the entire advertising ecosystem. That’s a future worth toasting to.
