34 • May | June 2026 • abasto.com • ADVICE From Creative Advertising to Algorithmic Advertising POR RICARDO GAITÁN ABRAND ANALYST D uring much of the 20th cen- tury, advertising focused on persuading the consumer through creative ideas and innovati- ve messaging. Representative figures of the era, such as Rosser Reeves and David Ogilvy, drove this approach, championing the importance of di- fferentiating propositions and the value of consumer research. The goal was to convey a clear and unique product promise to the pu- blic, using creativity as a strategic tool to stand out in a competitive market. Reeves introduced the concept of the Unique Selling Proposition (USP), which advocated for communicating a product or service’s differentiating promise to the public. Meanwhile, Ogilvy bet on consumer research and elegant creativity, viewing adverti- sing as well-told information. The Digital Transformation With the arrival of the internet and the advancement of digital techno- logies, the advertising paradigm shifted. The focus moved from mere persuasion to consumer retention. Artificial Intelligence (AI) and the use of algorithms have transformed marketing logic, prioritizing optimi- zation and the analysis of browsing data to keep people “plugged in” for as long as possible. In this way, ad- vertising has evolved from creativity used to sell toward algorithmic re- tention, redefining the purpose and methods of commercial communica- tion. Algorithms Take Charge This paradigm shift has given rise to the algorithmic advertising model, characterized by the intensive use of technology and the analysis of vast amounts of browsing data. Algorithmic optimization based on AI has established itself as the do- minant strategy: the focus is no lon- ger on convincing, but on retaining users. Today, companies like Google, Facebook, and TikTok base their ad- vertising on massive behavioral data. Advertising has moved from selling through creativity to algorithmic re- tention, redefining the logic of con- temporary marketing. “Advertising is undergoing the greatest transformation in its history due to the impact of technology—an impact never seen before,” says Al- berto Pardo, an expert in Ad Tech and e-commerce and founder of Ads- movil. Algorithms play a central role by analyzing millions of data points ge- nerated by users during their online activity. Thanks to AI, platforms can predict which ads are more likely to generate interaction and capture at- tention for longer periods. The Current Model In this model, the optimization process becomes continuous, as platforms adjust and refine their strategies in real time to maximize retention. The fundamental difference can be summarized as follows: from traditional advertising to algorithmic advertising; from creative messaging to automa- tic personalization; from mass campaigns to micro-segmenta- tion; and from persuasion via an idea to retention through al- gorithmic stimuli. As a result, the consumer ceases to be a recipient of mes- sages and becomes a source of data that feeds the system. In summary, advertising stra- tegy has transitioned from a sta- ge of persuasion through creative messages to the current model, where algorithmic retention do- minates the landscape.