In fact, 65% of those surveyed said that at least half (and sometimes all) of their current work uses data to inform creative. Data in this case refers to insight generated by programmatic advertising. 

This dependence on data is more common among senior creatives: 70% of senior creatives estimate that they use data to inform messaging, while 19% of junior creatives say they were unsure they'd ever seen the word ‘programmatic’ in a creative brief. Seventy-seven per cent of junior creatives said they didn't need the insights that programmatic offers. 

However, 35% of creatives say that getting a brand to share insights is currently the greatest challenge to producing a successful campaign, and 29% highlight the same issue with communications and media agencies. 

Turn is an independent ad tech company. More information on the research can be found here.