Gartner Research

Use Dynamic Creative Optimization to Improve Ad Performance

Published: 24 August 2017

ID: G00322052

Analyst(s): Martin Kihn


Dynamic creative optimization can help personalize advertising and increase its impact. Marketing leaders can use this research to learn how DCO helps improve the effectiveness of display, native, social and video ads.

Table Of Contents


  • How Successful Advertisers Use DCO
    • Bias for Performance
    • Tactical Categories
    • Personalize Products and Offers
    • Improve Campaign Execution
    • Adapt Creative Elements
    • Use the Consumer's Context
    • Test and Optimize
  • The Key Components of a DCO Campaign
  • How to Design a DCO Campaign
    • Choose a Success Metric
    • Audit Available Data
    • Prioritize Impact
    • Produce Creative Elements
    • Develop Rules and Triggers
    • Measure and Optimize
  • Pick the Right Partner

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