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About dynamic creatives

Use dynamic creatives to serve relevant ad content to viewers on every single impression. Dynamic creative files act as a frame, so you can easily swap out the creative content of your ad. For example, with a dynamic feed, you can show one product to people age 40 and over, and a different product to people under 40. You can swap any element in a dynamic creative, including call-to-action (CTA) text, exit URLs, images, and more. You can swap creative content either manually (using profile fields) or programmatically (using a feed and a set of content rules).

Benefits of dynamic creatives

  • Increase creative development efficiency: Develop one creative shell per ad size and use our tools to swap out the content that populates the ad on the fly.
  • Increase trafficking efficiency: Traffic a single creative ID per ad size, instead of a creative for each unique creative iteration.
  • Serve the most relevant ad: Use advanced dynamic creative targeting rules to tailor content to the viewer on every single impression.
  • Integrate seamlessly with DoubleClick Campaign Manager (DCM): Easily generate reporting and analytics on campaign performance via Studio's direct link to DCM.

Supported formats

The following formats are supported with dynamic creative:

  • Banner
  • Expanding units that expand in the following directions: up, down, left, right
  • Interstitial
  • VPAID Linear
Dynamic creatives are only available for DCM users; they're not available for DFP.

Components of dynamic creatives

DoubleClick dynamic creatives are built with DoubleClick Studio, which seamlessly integrates with DoubleClick Campaign Manager (DCM). Dynamic creatives are made up of:

  • Creative assets An HTML creative file that frames your dynamic images, videos, copy, and more.
  • Studio profile A set of rules and a map between creative elements and the content, created in DoubleClick Studio. Within a profile, you can add the profile fields or dynamic feeds needed for your dynamic strategy.
    • (Optional) Profile fields Fields used to manually update creative elements on the fly.
    • (Optional) Dynamic feed A spreadsheet or data set that contains all the potential content variations your creative can display.

Dynamic workflow overview

In order to launch a dynamic creative, you'll follow these steps:

Pre-launch:

  1. Gather insights from available data signals
  2. Design creative concepts
  3. Choose a dynamic strategy

Launch:

  1. Create dynamic feed and/or profile fields
  2. Create a Studio profile and set content rules
  3. Upload creative assets to Studio
  4. Preview dynamic creatives
  5. Set reporting dimensions
  6. Publish dynamic creatives
  7. QA dynamic creative assets 
  8. Traffic creatives in DCM

Post-launch:

  1. (If needed) Update dynamic content
  2. Report on creative performance
  3. (If needed) Troubleshoot dynamic creative issues
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