Dynamic Creative Optimization
AI technology that automatically tests and serves the best-performing ad creative combinations to each viewer.
Definition
Dynamic Creative Optimization (DCO) uses artificial intelligence to automatically mix and match ad elements—headlines, images, calls-to-action, copy variants—and serve the optimal combination to each individual user.
Rather than manually creating dozens of ad variations, marketers provide creative assets and let the AI determine which combinations perform best for different audience segments.
Why It Matters
DCO eliminates the guesswork from creative testing while scaling personalization beyond human capacity. AI can test thousands of combinations simultaneously, learning in real-time which elements resonate with specific demographics.
Brands using DCO typically see 20-40% improvements in click-through rates and significant reductions in creative production time.
Examples in Practice
A travel company provides 10 destination images, 5 headlines, and 4 CTAs. The DCO system creates 200 combinations and learns that beach imagery with urgency-focused headlines performs best for mobile users aged 25-34.
An auto manufacturer uses DCO to show different vehicle features based on browsing history—highlighting fuel efficiency to eco-conscious segments and performance specs to enthusiasts.