Skills & Expertise

I Dream In Copy

AdTech isn't just pipes and auctions. It's also about what runs through them: creative, copy, and the fight for attention. Ranjan Dasgupta thinks about that too.

I've focused most of my career on the infrastructure—programmatic plumbing, header bidding, yield—but the best infrastructure in the world doesn't help if the creative is wrong. Dynamic creative optimization (DCO), creative fatigue, and the intersection of AI and creative are where the industry is heading. At AdsGupta we're exploring that. I've written about it in Insights.

If you care about the art of the click and the future of creative at scale, creative on demand and the art of the click go deeper. And for the full Ranjan Dasgupta story, About and Contact.