Presented to the Miami Ad School by Brandon Schifrien: August 8, 2017
A topline overview of programmatic media, along with a description of why creatives should understand what it is and how it impacts them (DCO). The latter half of the presentation includes a brief overview of DCO, before concluding with key takeaways from the presentation.
13. 13
DCO (Dynamic Creative Optimization)
Practice of serving and testing interchangeable
combinations of copy and art to see which are most
effective
17. 17
Takeaways
• A lot of $$$ is being poured into programmatic media, with no sign of slowing
down
• Programmatic = Automation
• Audience targeting is a commodity, creative needs to differentiate from the pack
• DCO has resulted in increased engagement, lower costs, and more efficient
performance