what is dynamic creative optimization (DCO)?
Dynamic creative optimization (DCO) is a technique that automatically assembles, resizes and updates parts of an ad, images, headlines, and CTAs, based on data such as frequent buyer behaviour, location, weather, or stock availability. It also enables the combination of multiple creatives in a single product carousel.
DCO turns static creatives into flexible, real-time content that adapts to each user’s context.
Streamline ad operations, boost campaign relevance, and turn your retail media into a true performance engine.
what are the advantages of using DCO for retail media?
In retail media, dynamic creative optimization allows advertisers to:
- Showcase different product variants, prices, or promotions in a single creative.
- Update banners automatically when a feed changes (e.g. a price drop or new inventory).
- Adapt content based on user location, device, weather, and more.
- Reduce the creative workload for ad operations (ad ops) teams while increasing campaign relevance.
At scale, this becomes a powerful lever for omnichannel retail media. It enables dynamic ad delivery across web, in-store digital screens (DOOH), and mobile apps. All powered by the same product feed.
how does Adhese support DCO?
The Adhese retail media platform offers full dynamic creative support. DCO feeds can be assembled in Adhese via our creative templating system Advar or linked to a publisher’s own content delivery network (CDN). The Adhese platform enables DCO across all retail media channels (web, app, and in-store) by combining:
- Creative templates (HTML5, video, Advar): Define which banner elements are dynamic.
- Product or campaign feeds: Pull in real-time product data via external APIs, JSON, or spreadsheets.
- Targeting logic: Match product info to time, location, or audience segments.
- Creative approval flow: Ensure every creative variation is reviewed and approved.
- Reporting: Track impressions, clicks, and conversions per product, creative, or audience.
You can even pre-filter feeds before syncing to Adhese, reducing loading time and removing irrelevant SKUs. This is ideal for DOOH campaigns with limited display time.
dynamic creative optimization in action
Retailers use DCO to automate, personalise and scale retail media campaigns. In-store video screens dynamically fetch banners based on real-time context.
What might this look like in practice? With a regular banner, if any part of a banner needs to be changed, it must be done manually. This can be achieved by either creating a new banner or accessing the creative and updating it. With DCO, these fields can be linked to a feed, enabling automatic updates. For example, the price of a product changes. This change is implemented in the feed, which then updates the banner automatically.
Another example: if you want to display a banner promoting BBQs during summer, you can connect your feed to a weather service. This ensures that barbecue-related banners only appear when the weather is suitably sunny. DCO makes retail advertising smarter and more efficient by connecting product data directly to creative output.
how to get started with DCO on the Adhese platform?
Follow these practical steps to implement DCO effectively on the Adhese platform:
- Start with clean product data: standardize your feed (JSON, CSV, or API).
- Use templates: create modular banner layouts in HTML5 or with the Advar templating tool.
- Add business rules: define triggers for context-driven updates (e.g. weather, audience, or time).
- Use the Adhese Campaign Manager: manage creative approvals and map variations before launch.
- Track performance: use standard or custom reporting for per-product and per-variant insights.
are you ready to simplify your creative workflow?
Reduce the creative workload for ad operations teams while boosting campaign relevance. In doing so, DCO transforms your retail media into a high-performance engine for personalised, omnichannel advertising and creative automation. All powered by the Adhese platform.
Do you want to simplify your creative workflow and improve your ad performance?
Contact our team to see how DCO and the Adhese platform can elevate your retail media campaigns.
discover dynamic creative optimization with Adhese
➤ Do you want to see DCO live in action? Get in touch! We’re proud to show how the Adhese platform empowers retailers to make their retail media campaigns smarter, faster, and more flexible.
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