Dynamic Creative Optimization is a display ad technology that assist to re-target customers to a particular website and personalize ads based on the data available of the user at the time of the ad serving. Since dynamic ads are more relevant, creative, which are also tested and optimized the benefits of these ads are way better than the static counterparts by a significant margin. Dynamic ads are effective for the very reason that they use dynamic variables like location, demographics, device and context for analysis and personalization. In E-commerce, product re-targeting is the most utilized form of DCO, and things are not as simple as just showing recent products. Here, by building a programming logic, multiple products can be displayed for an ad at a time. Another logic that can be used is displaying best selling products of categories that have been viewed by the Customer which also involve using Machine Learning to accurately pinpoint the exact needs of the Customer. Apart from Onsite rerouting, DCO can also be utilized to identify the targeting variables which will be passed to the Data Management Platform for generating the dynamic and personalized ads based on these variables that have been defined. With the technicalities of DCO out of the way, another term often associated with DCO is Dynamic Creative, the striking difference is the automation of the dynamic ads based on the variables which are covered by DCO, whereas Dynamic Creative is more of a simpler mechanism like product re-targeting which even though shows a dynamic ad but the ad contains products that are related to previous product suggestions whereas DCO uses machine learning for predictive results for three types of optimization: 1. prioritize high performing audience segments 2. composite segments together for better reach 3. pick the best creatives to pair with each individual segment Creative Management Platforms work on a similar line to the DCO but have more of broader offering including social ads, banners and rich media functionality like videos. Certain key features of the DCO includes the following: The Setup Time of DCO is slow and may take up to weeks Ad editing are also slower Creative Versioning are Pre-programmed in DCO Inventory Capability is also limited here DCO can help you if you want to optimize creative independent of media variables with no requirement of editing each version, run a multivariate analysis for calculating permutations for the ads which assists in seamless conversion and benefit returning customers with more relevant content.