"Oz, orchestration is becoming a common term across ad tech. Why are we talking about it ? Because we've reached a true inflection point. The industry is in the middle of an AI-driven renaissance, where, for the first time, creative and media are finally recognised as equal drivers of performance. Creative is no longer just the message, and media is no longer just distribution - they're dynamic, interdependent growth engines."
"For years, advertisers stitched together workflows using point solutions: one for creative production, another for trafficking, another for media activation, and yet another for analytics. These systems were managed by siloed teams with disconnected KPIs. That model functioned when campaign volume and complexity were manageable. AI has changed the equation. It has dramatically increased speed, scale, and variability. Campaigns now generate hundreds (or thousands) of creative permutations across channels, audiences, and moments."
"It absolutely does, and differently at every level of the organisation. At the executive level, CMOs are struggling to deliver performance at scale while maintaining brand integrity. CTOs are managing fragmented tech stacks that are expensive, redundant, and difficult to evolve, and innovation becomes risky and slow. CFOs are questioning efficiency and return as operational costs increase without proportional performance gains. CEOs are concerned about losing competitive adva"
AI has triggered a renaissance where creative and media are equal drivers of performance, transforming them into dynamic, interdependent growth engines. Existing ad tech infrastructure was built for a slower era and relied on point solutions stitched together across creative production, trafficking, media activation, and analytics. AI dramatically increases speed, scale, and variability, producing hundreds or thousands of creative permutations across channels, audiences, and moments. Disconnected systems now face handoff failures, data latency, and stalled optimization. Structural collapse affects executives: CMOs, CTOs, CFOs, and CEOs face brand, tech, efficiency, and competitive challenges respectively.
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