Dynamic creative optimization
Build the ad once and let data fill it: products, prices, weather, time and place. Madington Station produces and serves dynamic creative for display, high impact and DOOH.
What is DCO?
Dynamic creative optimization (DCO) means building an ad once, as a template, and letting data decide what each version shows: the product, the price, the picture or the message.
For us, DCO isn't just about rendering dynamic text; it's about reusing code efficiently, enabling quick market alignment as narratives change, and establishing long-term cost effectiveness.
What you can drive it with
Live product feeds
Connect the ads to live product feeds, with prices and images, through our API expertise.
Weather
Let the content change with live data such as the weather or the time of day.
Time and place
Show real-time content based on external factors, such as weather, time and geo.
Data signals
Let your ads change based on different user behaviour by combining data signals with manual input.
How it works in Station
- Build the structure once. Dynamic structures are built once, so there is no file to upload per publication. The output adapts based on the feed.
- Connect the data. Connect the ads to your client's e-commerce store or product feed, or to external data sources.
- Preview before going live. Preview and simulate the data-driven ads, and test them before they go live.
- Update any time. Some adjustments needed? You can perform live updates any time.
Amedia: 40 ads in minutes, not hours
Amedia moved to automated double midscroll ads in Madington Station. Producing 20 desktop and 20 mobile versions by hand meant uploading, tracking and trafficking each one separately. With DCO the team builds the structure once and the output adapts to the feed.
“What used to take several hours now takes just minutes. With Madington DCO, I can deliver around 40 creatives in one go, without relying on others.”
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Dynamic work
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Open live demo ↗Questions
What is dynamic creative optimization?
Building an ad once, as a template, and letting data decide what each version shows: the product, the price, the picture or the message.
What data can drive a dynamic ad?
Product feeds with prices and images, the weather, the time of day and the location, or data signals combined with manual input.
Does DCO work for high impact formats and DOOH?
Yes. Amedia produces double midscroll ads with DCO in Station, and Clear Channel uses Madington for its dynamic digital outdoor offering.
Does it work with programmatic buying?
Yes. Madington's platform supports both direct bookings and programmatic purchases.