Thunder is a creative management platform (CMP) that allows advertisers to design and produce ads at scale tailored to different audiences. Key benefits of CMPs include tailoring creatives, frequently refreshing messaging, and split testing ads to optimize performance. CMPs work with DMPs and DSPs to automate or customize creative production and optimization based on audience data and testing results. Media marketers and creative production teams typically use CMPs, which provide tools to ensure impactful messaging for each targeted audience segment.

1. What is a Creative Management
Platform (CMP)?
Melody Yan
Marketing Manager, Thunder
makethunder.com

2. The core use of a Creative
Management Platform (CMP) is ad
design and production at scale

3. K E Y B E N E F I T S
O F C M P S
Tailor creatives to audiences
Refresh messaging frequently
Split test, learn, and optimize

4. A D T E C H S T A C K :
D M P + D S P + C M P
Over 90% of campaigns use a
generalized or generic creative
— one that isn’t matched to its
desired audience.
-AppNexus

5. W H O T Y P I C A L L Y
U S E S A C M P ?
Creative Production
Media Marketers

6. T H E C R E A T I V E
P L A N N E R
Right hand to media planners
Ensures impactful messaging
for each audience
Collaborates with media and
creatives to optimize results

7. Fully automated
Templatized
creatives
Built on the fly
Self-optimized
Machine-assisted
Customizable
creatives
Built in advance
Optimized via
the DSP
C M P V S . D C O
CMP DCO

8. B E Y O N D
P R O G R A M M A T I C
TAILOR
REFRESH
SPLIT TEST

9. Thunder Creative Management Platform enables publishers, agencies and
advertisers to match display ad creative executions to the increasing variety
of targeting segments and ad formats.
Learn more about Thunder at: www.makethunder.com
About Thunder