Have you done your homework and devoted some time to studying the basic principles of RTB (Real Time Bidding) and DMP (Data Management Platform)? We surely have, and are now ready to move on to the next novel concept that disrupts and enhances the contemporary Digital Marketing arena – DCO, or Dynamic Creative Optimization.
DCO can be considered to be the ultimate example of marrying cutting-edge technology with our innermost human side. Leveraging the opportunities offered by the Big Data revolution, DCO manages to focus on each individual’s particular needs and thus place both marketing and sales under the customer care command.
Dynamic Creative Optimization consists in the real time and automated adaption of one single ad template to multiple parameters that define the viewer and their context. These parameters can be very disparate: from the website visited or the viewers’ past online behaviour, to the local weather conditions or net income, depending on the availability of data.
The mechanism is quite simple and thus even more fascinating. The advertiser provides an ad template including a number of dynamic elements that can be customised according to the data received. This, in turn, proceeds from a variety of sources:
All of this data would typically be stored on a DMP. So in the RTB framework, the DCO system would receive the necessary information from a DMP, to then feed the instantly generated ad combination into a Demand-Side Platform (DSP), which would bid in the auction held by the ad exchange for the ad space on the publisher’s website. (good job there if you managed to read all this in one breath, but don’t panic if not – just go to the Cheat Note below)
DCO systems open up a whole new world of possibilities for advertisers:
As you can see, DCO constitutes a valuable resource for leveraging your creative assets and adapting them to the most heterogeneous audiences. A highly recommendable companion to every digital marketer, DCO enables you to turn Big Data into Useful Data by serving ultimately personalised ads that meet the expectations of the most picky customers.
We would love to hear from you! Have you already implemented digital marketing technology to serve the needs of your business?
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