Digital agencies today are now facing the same challenge as conventional firms faced in the past: their media and creative teams are segregated. Too often, the media team will send a request for “better” creativity to their design team without explaining why previous ads performed well (or poorly). The creative team spends countless hours developing new creative only to discover that the Facebook algorithm prefers the old, stale creative that was previously running 99 percent of the time. However, without an understanding of the performance, the feedback loop is never closed, leaving the creative team in the dark. Using Data to Bridge the Media-Creative Gap Friends, it is time to bridge the gap between the media and creative teams. And, you guessed it, the material we are using to construct our bridge is pure, raw, glorious data. It is time for the media team to take control of the creative …