8. Dynamic Creative Optimization vs. Personalization
The earliest forms of dynamic creative and messaging were very simplistic in nature. A brand would come up with a few alternative creative and messaging formats and then serve the ads to a target audience and then use the results to pick the messaging that was yielding the best results in terms of user engagement. This technique, referred to as dynamic creative optimization (DCO), has been used for some time. Technology platforms developed for this purpose have been around for quite a while, and most of them are now part of larger companies. For example, Teracent is now part of Google, Tumri is now part of Collective Media, and Dapper is now part of Yahoo.
While DCO was a great first attempt ...
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