Data-driven marketing firm RadiumOne has announced the formation of a new division that will aim to improve the creative quality of programmatically-served ads for both consumers and brands.

The division, called Creative Solutions, will specialise in producing and managing creative to be served programmatically, with a particular focus on factoring in how ad exchanges assess and potentially deliver ads.

By taking the programmatic process into account, the firm hopes that it will design creative that is more likely to appear correctly in a variety of online environments, and less likely to be rejected by exchanges, as well as delivering new ad formats that provide marketers with more flexibility and improve the online ad experience for consumers.

"There's been a lot of crowing around programmatic creative, but the reality is there's too much of a gap between people creating ads, and those responsible for delivering them programmatically, to deliver the potential that advertisers are after," said Emma Hazlehurst, head of strategic solutions at RadiumOne, who will head up the division.

"Making the end user experience as engaging as possible whilst ensuring your creative isn't rejected by exchanges involves experience and skill because not all exchanges have the same specs and it often involves rigorous testing to ensure creatives appear correctly in each environment."

According to the IAB/PwC's digital adspend report, 60 per cent of banner and video display ads were bought programmatically in 2015, accounting for £1.6bn in ad sales. The Creative Solutions division will be responsible for all display formats, including video, mobile and native.

"It's about fusing our insights on audiences to better understand what creative resonates with them," said Hazlehurst. "The rigour then comes in working out which exchanges accept the best creative, thus making the process more efficient and effective for advertisers.

"As a data-driven business our focus is to create trends not follow them. We're actively looking at new opportunities and solutions that will help us innovate in the world of programmatic creative."