Dynamic Creative Optimization (DCO) is a form of programmatic advertising that allows advertisers to optimize the performance of their creative using real-time technology. DCO creates personalized ads based on data about the viewer at the moment of ad serving, making the creative more relevant and engaging. The DCO process consists of creative development, identification of test variables, definition of the optimization objective, and method of optimization. Test variables represent the parts of the ad creative that are varied in the multivariate testing framework, such as graphical elements, ad copy, colors, and click-through actions. By adjusting the optimal solution dynamically, DCO can account for all these factors, making the optimization process more accurate and stable.

DCO helps advertisers and agencies deliver more relevant, informative, and impactful ad experiences, improving creative relevance at scale and efficiency. Rather than creating multiple versions of the same ad for different locales and audiences, DCO does it for them. DCO is a particularly effective tool for financial services providers and retail banks, as it can adapt in real-time to reflect continually fluctuating offers, rates, and promotions, allowing campaigns to instantly respond to marketing changes. It also allows financial services with a large footprint of local agents, such as insurers, to run localized campaigns.

DCO is a fully-automated process that requires little attention from marketers once it is set up. DCO is a key tool in the modern marketer’s toolset, as it helps improve creative relevance at scale and efficiency.