DCO (dynamic creative optimization)

DCO stands for dynamic creative optimization: technology that automatically adapts the content of an ad using a template plus live data. The layout and brand rules stay fixed; elements inside it (text, image, price, countdown) change based on context.

The data driving the changes can be almost anything: the screen’s location, the weather, the time of day, a product feed, sports scores, or a brand’s latest social posts. One template can produce hundreds of variations without a designer touching each one.

On digital out-of-home screens, DCO is what makes an ad feel local and current: the nearest store address, tonight’s event, the price that is actually valid today. The alternative is producing every variation by hand.