A DCO is a Dynamic Creative Optimiser.

A system that analyses multiple data points on each visitor and selects the ideal creative to serve from a library of dynamic or pre-created messages, all in real-time.


This article is Part 7 of Navigating Martech: The Complete Guide, and the reality is, there are thousands of new niche technologies that solve every problem in a different way, and it’s complex.

What Martech do you need and how do you set it up to realise the opportunity of cross-channel insight and personalisation for service, marketing and loyalty?

The reality is vendors can over promise, technologies don’t easily integrate, data is messy, and you have limited resource, time and budget to solve this web of complexity.

This series and downloadable full report examine key aspects of the Martech ecosystem and in this article, we look at the role and capability of a typical DCO.

Want the full report? Download it now.

So what is a DCO?

A DCO is a display ad technology and an important component of the programmatic landscape.

Programmatic creative and DCOs are two different things, but DCOs are a subset of the other.

DCOs are designed to streamline ad trafficking and aid creative optimisation in real-time. They serve personalised ads based on data about the viewer at the moment of ad serving.

DCOs are most often used for product retargeting, showing product advertisements, based on a user’s most recent online behavior relating to that category. They add speed, scale and automation to the creative process.


The 5 factors that matter

There are 5 key things you need to know when considering a new piece of tech. Read a full breakdown of these factors over here.

1. Human data

DCOs operate in the world of cookies. They typically use digital behavioral data but can use more sources.

2. Data lifetime

Typically DCOs complete a task within microseconds, the customer data typically doesn’t live on.

3. Analytical capability

DCOs select the ideal creative to serve from a library of dynamic or pre-created messages, all in real-time.

4. Speed to activate

DCOs streamline ad trafficking and aid creative optimisation, this happens in real-time.

5. Orchestration

DCOs ensure messaging is relevant to that person browsing in real-time based on cookies.

What now?

When it comes to Marketing Technology, there’s a lot to consider to ensure you are truly making the most of the Martech options available.

Each Martech platform plays a key role, integrates with other systems and has limitations.

The Lexer Customer Data Platform integrates with many aspects of the ecosystem – so we’ve unpacked the role, integrations and limitations of the 7 key platforms to help you navigate the space.

This is Part 7 of Navigating Martech: The Complete Guide.

If you’re hungry for more or want to share this information with people across your organisation, download the full guide.