Dynamic Creative Optimization (DCO)

Dynamic Creative Optimization (DCO)

Dynamic creative optimization (DCO) is an ad technology that automatically assembles and serves the best-performing combination of creative elements (headlines, images, videos, descriptions, and calls to action) to each viewer in real time. Instead of building one fixed ad, you supply a pool of components and the system mixes, tests, and delivers the version most likely to convert for a given person, placement, and moment. It is written dynamic creative optimisation in British English, and sometimes called dynamic content optimization. For how it works and when to use it, see what dynamic creative optimization is.

DCO depends on the depth of the pool it draws from. Feed a system three headlines and two images and it has little to optimize. Feed it dozens of distinct, on-brand components and the combinations start to matter.

It suits catalog and feed-driven advertising best, where product data can personalize the creative per viewer.

Related terms: ad creative variation, creative automation, and A/B testing.