DCO
Staging - What is DCO?
Dynamically fetching pieces of a banner through a feed
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From a feed on the client side through Adhese
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Banners and Video formats are possible for DCO
Dynamically create and deliver personalized ad creatives in real time. This is achieved by leveraging data about the audience, context, and performance to automatically assemble different ad components, such as images, headlines, copy, and calls-to-action, into tailored advertisements.
Automatically change the content of a banner depending on context and audience information. Reducing the workload for adops by reducing the amount of manual actions that need to be taken.
Instead of setting up multiple campaigns to deliver & target different versions of a banner, you set up one campaign in which the banner itself contains logic to show a different version.
Or instead of setting up multiple campaigns to showcase several products, you set up one product campaign that automatically retrieves all products from your own feed and filters out the relevant products to show to the visitor.
Example:
https://adhese.atlassian.net/wiki/spaces/SUP/pages/1941602350/Adsomenoise+-+Video+DCO+mapping
https://adhese.atlassian.net/wiki/spaces/SUP/pages/1938063868/Bol+-+Feed+Setup
https://documentation.adhese.org/books/dpgmedia/page/coolblue-dpgmedia
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Coolblue
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Bol
What are the advantages of DCO?
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Allows for updating banners in real time - for example product prices & discounts
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CTA, store location based on geographical proximity
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Showing products based on availability when also connected to a store feed
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Allows for changing parts of the banner through automatic targeting based on
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Contextual information (page category and search)
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User information (audience information)
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External information (weather information)
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Flexibility: Ad creatives can adapt to different platforms, formats, and user preferences without the need for manual intervention.
Reporting:
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Default Adhese reporting on campaign, booking & creative level
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Custom reporting using custom trackers containing product ID’s / codes, pricing, …
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Final* - What is DCO?
DCO or Dynamic Creative Optimisation is a feature that allows for dynamically fetching and updating pieces of a banner.
For example, we have a banner for a product on sale:
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Title
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Product description
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Order button
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CTA
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Pricing information
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Special offer information
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Product Image
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Company Image
With DCO, these fields can be connected to a feed, which can update the fields automatically. For example. The price of the product is changed. This changed is put in the feed, which changes the banner automatically.
If the title of the advertisement is changed, this can also be changed via the feed without manual intervention.
Changes can also be made based on contextual or audience information. Let’s say we have a user who sees this banner in Europe. They have no need for American based financing options. Since we know this user comes from a European country, we can also automatically update the banner he sees with information from the feed:
DCO is thus used for changing the content of a banner based on context, audience and up-to-date product information. This allows for dynamically creating and delivering personalised ad creatives in real time by automatically assembling and updating different parts of banners such as images, headlines, calls to action, etc…
This can significantly reduce the workload for adops by reducing the amount of manual actions needed for keeping banners up-to-date, and by reducing the amount of banners that need to be set up in the first place.
Targeting can also be taken into account. If a user has shown interest in a certain product category, banners can be assembled by the feed based on the relevant product category even if the user is looking at other products (given that the user has granted consent or is logged in). This way all products and information can be bundled in one feed and shown to the user based on known audience information or, if this is lacking, contextual page information.
Furthermore, feeds can even take external information into account. If you want to show a banner promoting barbecue material in the summer, but only when it’s at least relatively sunny, you can connect the feed to a weather service and only show BBQ related banners when the conditions are right.
Store information such as location and stock can also be connected into the feed, making sure that no products are shown that aren’t available at a particular store.
How does DCO work?
A DCO setup consists of two parts:
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One or more product feeds
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An HTML5 or an Advar creative
The feed is administered by the advertiser. Every time the feed is updated, Adhese syncs the feed to its local version.
When someone visits a site with inventory connected to a DCO campaign, Our CDN system will show banners based on the up-to-date banner information synced from the advertisers feed.
Reporting
The default reporting on campaign, booking and creative level is available in Adhese as always.
For more granular reporting on DCO banners, custom reporting with custom trackers can be set up with BQ/Lookerstudio, where we can take into account information such as:
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Product ID
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Pricing
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Codes
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Etc…
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