Glossary A–ZLetter D
Dynamic creative optimisation (DCO)
Dynamic creatives are assembled automatically from components such as image, text, price and call to action just before they play, to match location, time or data.
The abbreviation DCO stands for dynamic creative optimisation. Optimisation means that the system learns which variant performs better.
On screens, the rule might select the appropriate variant according to the weather, the time of day or the location. An example: a coffee chain shows a breakfast offer in the morning, iced coffee in the afternoon when it is above 25 degrees, and the way to the nearest branch at every site. The advertiser supplies components and rules rather than finished spots.
Because the final version is only created at playback, nobody sees every variant in advance. Operators should therefore clarify how creatives are checked: every component individually, a selection of combinations or every version generated. Missing or late data must not lead to empty screens; a default variant is essential. Whether “optimisation” in the sense of learning can be measured on screens at all depends on what effectiveness data is available.