Dive Brief:

• Software company Ad-Lib.io released the latest version of its creative management platform that promises to further simplify the creation of digital ads at scale, per a press release. Brands already using the platform include Nestlé, Estée Lauder and Shell.
• The new features of the code-free platform include a collaborative briefing process; the ability to create ad variants based on brand-specific templates; enhanced artificial intelligence (AI) production tools; and cross-channel analysis and personalization across ad and media buying platforms.
• With its upgraded platform, Ad-Lib.io brings together much of the automation and AI work that is needed to create digital ads at scale, whether marketers are relying on in-house teams or agency partners, per the release. Ad-Lib.io counts agencies at Omnicom, WPP, IPG and Publicis Groupe among its clients, per Campaign.

Dive Insight:

Ad-Lib.io's latest version of its creative management platform promises to help its brand and agency clients create digital campaigns at scale across different channels, formats and ad platforms. The new release meets marketers' need to execute personalized campaigns across a fragmented landscape, whether on Facebook, Google, Amazon or via a media buying platform like The Trade Desk — all of which are integrated with Ad-Lib.io. The company grew its bookings by 280% in 2020, per the release.

"Marketers crave a streamlined approach so they can test, optimize and launch beautiful, effective creative campaigns time after time... Brands and agencies need an easy-to-use, end-to-end technology platform for enterprises to get the most out of their digital campaigns," Ed Lyon, Ad-Lib.io's head of product, said in the press release.

This is true whether marketers are relying on in-house teams or agency partners, as the press release notes. The new platform also comes as marketers need to deliver more ads with fewer resources in an ad world where digital has accelerated due to the pandemic yet privacy rules and regulations continue to tighten, Ad-Lib.io founder Oli Marlow Thomas explained.

The changes to the digital ad landscape are expected to lead agencies to increasingly rely on AI and automation technologies as they handle more tasks with fewer workers, per a Forrester Research report. Ad-Lib.io utilizes both technologies across the creation, deployment and analytics processes.