Dynamic creative remarketing ties a user's specific actions on a client's site back to the creative. For example, if someone searches on a travel site for a flight from SFO to JFK, the ad will show that person an offer for SFO to JFK.
Dynamic creative remarketing uses Floodlight tags, which are tags that an advertiser adds to its site to track a user's activity. The tags can be placed on any page but tend to be most useful on product, shopping cart, and confirmation pages.
Floodlight tags serve as a cue for which creative to show, and also track conversions after that person interacts with the ad, so you can measure the effectiveness of your campaign. Learn more about Floodlight tags for Campaign Manager.
Before you get started
Before you can launch a remarketing campaign, you must create an audience list in Campaign Manager or Display & Video 360 to set up a targeting strategy and associate it with a website. Without a targeting strategy, users will get targeted with dynamic remarketing creatives even though they haven't taken any action on the actual website, resulting in either default content from the default rows of your feed, or default ads to be shown.