What is dynamic creative optimization?

Dynamic creative optimization (DCO) is a process that involves using data and technology to optimize the content of an ad for each individual viewer in real-time. The goal of DCO is to deliver the most relevant, personalized ad experience to each viewer, which can improve engagement and conversion rates.

DCO can be accomplished by using data from various sources, such as data management platforms (DMPs) and customer relationship management (CRM) systems, to create custom ad variations that are tailored to the specific characteristics and behavior of each viewer. For example, if an advertiser knows that a viewer has previously shown an interest in a specific product, they can serve them an ad that features that product, rather than a generic ad that features a range of products.

DCO typically involves using a combination of techniques, such as:

Templates: Ads are created using templates that are filled with dynamic content that is pulled from various data sources, such as product catalogs and user data.

Rules-based targeting: Ads are targeted to specific segments of users based on rules, such as demographics, behavior, or interests.

Machine learning: algorithms are used to analyze data and automatically optimize the content of ads in real-time, by targeting user's interests, demographics, and browsing history.

DCO can be implemented through different mediums such as website, email, social media, video and mobile apps ads, it can be done using a variety of platforms such as Creative Automatic's DCO offering. It can also be integrated with various ad servers and DSPs, making it a powerful tool to make ads more personalized to the viewer and hence more effective.