MediaMath has been looking into defining attributes for the 'perfect ad'.
In part one we explored five different factors that would result in a perfect ad. Perfect defined as every impression leading to a business outcome. This required suspending belief at a few points, but overall each of the elements ARE technically possible. But, the actual creative asset needs to do a lot and be specific to each person viewing it. It is unrealistic to make a different ad for each impression so, logically, we need to make the ads dynamic.