Skip to main content Skip to main content

Welcome to a new era of ad tech

Flashtalking + Innovid =

Innovid Logo
Learn more
X
Flashtalking Logo
Search
Solutions
Solutions
AI
Creative Personalization
Social
Ad Serving
Audience & Identity
Creative Intelligence
Verification
Partners
Platform
Platform
Create: Design & Build
Automate: Version & Feeds
Activate: Distribute & Traffic
Iterate: Learn & Optimize
Industries
Industries
Automotive
CPG
Financial Services
Retail
Sports Betting
Travel
Video Gaming
Resources
Resources
Creative Showcase
Reports
Events
Blog
Press Releases
Press Coverage
About
About
Diversity, equity, and inclusion
Careers
Contact Us
Newsletter
Support
Support
Help Center
Ad Server Migration
Flashtalking Training
Creative Production Services
Strategic Planning Workshops
Contact Us
Log in to Innovid
Home
Solutions
Solutions
Innovid unleashes the power of creative in advertising with AI.
AI
Better business outcomes powered by AI
Creative Personalization
Real-time relevancy at scale across social, open web, and CTV
Social
Advanced automation in a unified platform
Ad Serving
Independent, unbiased delivery across open web and CTV
Audience & Identity
Cookieless measurement and personalization
Creative Intelligence
Insights connecting content and performance
Verification
Holistic brand protection
Partners
Integrations across the ecosystem
Platform
Platform
Innovid connects the silos across teams, processes, and technology.
Create: Design & Build
Make it beautiful. Creative Tools
Automate: Version & Feeds
Make it scale. Creative Versioning Creative Labels
Activate: Distribute & Traffic
Make it connect. SocialOpen Web & CTV
Iterate: Learn & Optimize
Make it better.Operational Dashboards & Reporting
Industries
Industries
We build trusted partnerships with global advertisers through our deep industry expertise.
Automotive
CPG
Financial Services
Retail
Sports Betting
Travel
Video Gaming
Resources
Resources
Catch up on the latest events, announcements, and thought leadership from the Innovid team.
Creative Showcase
Best-in-class omnichannel executions and client success stories
Reports
Industry trends and best practices
Events
Upcoming engagements and featured recordings
Blog
Insights and thought leadership from our team
Press Releases
Official company announcements
Press Coverage
Industry publications featuring Innovid
About
About
Innovid is part of Mediaocean, the foundational partner for omnichannel advertising.
Diversity, equity, and inclusion
Diversity of thought and experience makes us stronger.
Careers
Explore open roles and discover how we bring our passion to work every day.
Newsletter
Keep up-to-date with news, industry trends, events, and more.
Contact Us
We want to hear from you!
Support
Support
As your trusted partner, count on us for strategic and creative services, platform certification, and more.
Help Center
Task-level eLearning, articles, on-demand webinars, and technical content
Ad Server Migration
Seamless migration process back by our experienced client solutions teams
Innovid Training
Self-paced credential programs and instructor-led training
Creative Production Services
Creative expertise from our team of designers and producers
Strategic Planning Workshops
Collaborative sessions to strategize across brand, creative, and media teams
Contact us
  • WTF is Dynamic Creative Optimisation?

    Flashtalking
    28 Jun 2021
    Flashtalking
    28 Jun 2021
    Much is made of the importance of data when it comes to ad campaigns, especially as a high proportion of marketers (78%) look to collate more direct customer insight. But has concentrating too much on how we target ads put us in danger of losing their creative element? This question has become a long-running industry discussion and regular feature on the bill at almost every major event.

Much is made of the importance of data when it comes to ad campaigns, especially as a high proportion of marketers (78%) look to collate more direct customer insight. But has concentrating too much on how we target ads put us in danger of losing their creative element?

This question has become a long-running industry discussion and regular feature on the bill at almost every major event. The fact is, however, that we don’t need to choose between data or creative-led approaches. When these forces are used together—with creative considerations factored in from the start of campaigns, rather than as an afterthought—they can ensure maximum relevance, engagement and outcomes.

One way for marketers to achieve this is utilising a technology designed to fuel efficient, large-scale creativity using data: dynamic creative optimisation (DCO). But what exactly is DCO and how does it achieve this?

 

DCO isn’t what you think

Many marketers may feel they already know DCO as the primary tool for retargeting users with previously viewed offers or products, but this narrow application is just a fraction of its capabilities. The full range of DCO uses is often covered by alternative terms such as data-driven, intelligent or responsive messaging; alongside the aliases for its basis of dynamic creative—addressable, programmatic and agile creative to name a few.

All this falls under the umbrella of DCO. The standard definition is personalised and relevant advertising that’s data-powered and automated by logic, but in simpler terms: DCO is about matching many tailored versions of ad creative to specific audiences.

 

How does it work?

Given the endless capacity for creative variation, DCO implementation frequently includes processes intended to streamline ad adaption, delivery and optimisation. Marketers will typically begin by building a master template or framework and determining which elements they want to be changeable, before plugging in their store of creative assets for continuous use; either by uploading them into a digital library or via an instant data feed.

Once initial setup is complete, marketers then establish which data signals to use for their target audiences—from contextual IDs to weather and location information—and create a matrix that enables DCO systems to automatically select ad variations for certain users and situations. Or in other words: a “decision tree” of delivery. For example, new website visitors might see creativity with broader appeal, while past purchasers receive offers for products that tie in with their previous buys, coupled with additional factors such as the weather; think parasols for outdoor picnic tables.

At the optimisation level, algorithms can use decision trees alongside analysis of effectiveness against key metrics to improve results; with knowledge gathered about user preferences and high-performing ad types applied to adjust both in-flight and ongoing campaign activity.

 

Key brand benefits

The chief advantage of DCO for brand marketers is easier and faster personalisation. Using smart mechanisms throughout campaigns, they can maintain control of creativity generated by humans and user interaction flow, but allow machines to take on the heavy lifting. This boosts efficiency on multiple fronts: configuring myriad ad versions to suit differing tastes and driving results and conversions by hitting the golden trio of right user, time and place.

Additionally, it’s worth noting that harnessing ML’s capacity for independent learning also helps continually increase targeting precision and impact, as well as giving marketers an ever-clearer picture of audiences that can be used to achieve greater engagement and cut-through.

 

What about consumers?

By enabling marketers to cater for unique interests, requirements and contexts, DCO makes advertising experiences better on the consumer side. Users gain tailor-made ads that come as a highly relevant, engaging and seamless part of cross-channel brand conversations and purchase journeys—rather than unwelcome interruptions. Moreover, because messages are based on data signals from interactions, they receive the positives of personalisation without having to share personal data; allowing more space to get to know and trust brands first.

Ultimately, DCO is the perfect balance of data and creativity. While the traditional view that creative should always be at the heart of campaigns still holds true, adding data-supported accuracy allows marketers to reach much further and strike the right chord for every user. In an age where consumers are increasingly distracted by vast tides of media from countless sources around the web, capitalising on its double strength opens up exciting possibilities for not only rising above the noise, but also delivering messages at mass scale and optimal efficiency without losing the personal, meaningful touch.

 

By Simon Thorne, UK Country Director

Originally published by PerformanceIn

Schedule a demo with Innovid

CONTACT US
logo
Solutions
AI
Creative Personalization
Social
Ad Serving
Audience & Identity
Creative Intelligence
Verification
Partners
Platform
Create
Automate
Activate
Iterate
Industries
Automotive
CPG
Financial Services
Retail
Sports Betting
Travel
Video Gaming
Resources
Creative Showcase
Reports
Events
Blog
Press Releases
Press Coverage
About
DE&I
Careers
Newsletter
Contact us
Support
Help Center
Ad Server Migration
Training
Creative Production
Workshops
Solutions   
Solutions
AI
Creative Personalization
Social
Ad Serving
Audience & Identity
Creative Intelligence
Verification
Partners
Platform   
Platform
Create
Automate
Activate
Iterate
Industries   
Industries
Automotive
CPG
Financial Services
Retail
Sports Betting
Travel
Video Gaming
Resources   
Resources
Creative Showcase
Reports
Events
Blog
Press Releases
Press Coverage
About   
About
DE&I
Careers
Newsletter
Contact us
Support   
Support
Help Center
Ad Server Migration
Training
Creative Production
Workshops
Youtube Icon
Privacy Policy
Your Privacy Choices
Modern Slavery Policy
Opt-Out
Publisher Certification
Terms and Conditions
©2025   Mediaocean