DCO is short for ‘dynamic creative optimizing’ or ‘dynamic creative optimisation’, and refers to a type of display ad technology that creates personalized ads based on data about the user currently viewing the ad. DCO banners typically surpass their static counterparts by a significant margin, since DCO banners are more widely tested and capable of optimizing.
When it comes to the usage of DCO ads, the type is often the choice when it comes to the redistribution of product ads. This type of banner adverts display dynamic content based on the user’s browsing history. This includes products previously displayed or even the ones added to a shopping cart on various sites. But DCO banners have more purposes that simply this, since they can also be used for surveys or in terms of collecting data for a given company’s campaign goal. The targeting variables mostly used in connection with DCO banners are location, behavior, device, demography and context. Even though it might sound like a lot of variables collected from the user, DCO’s collection of user data is still not classified as intrusive because any data source essentially can be linked to a dynamic ad.