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Introduction to DCO

Dynamic Creative Optimization (or DCO) is the process where variations of creatives (including aspects design and layout) and messages are generated and personalized to the user based on the different triggers or audience segmentation. DCO can be used in both prospecting and retargeting/remarketing; though the more common execution in the market is typically employed during the retargeting stage.

DCO ads often use the common dynamic creative targeting variables of location, behavior, device, demographics, and context. One type of dynamic creative ad unit is a product retargeting ad. This ad has dynamic content, such as the last product someone saw on a retailer’s website.

Why Use DCO

  • Personalization of ads (on creative and/or message level) via variations of combinations to boost performance
  • Customized creatives for the different user journey
  • To prevent 'ad fatigue' with variations of ads
  • Automation of the generation of the large number of ad tags to save time and cost; the result is a single universal tag that encapsulate the complex logic behind it.

Audience Segmenting for DCO

These are the audience segments that are supported to activate DCO:

 Supported (question)Remarks
Contextual / Vertical(tick) Limited 
Demography (age/gender/income)(error) 
Device (featured phone, smart phones)(error)different sizes or weight of ad
Connectivity (Wifi, 3g/4g)(error) 
Platform (Mobile, Web)(tick) 


Dynamic Aspects of XPO DCO

There are 3 aspects that would be changed upon DCO being activated:



(ie. when there wasn't a click/engagement)


(A) Content

(e.g. texts)

(green star) change based on Audience Segmenting(green star)(green star)

(green star)

(i.e. Criteo model)


(B1) Graphics/Design

(e.g. color, placement, animations, graphics/image)

(star)(star)(minus) not applicable(minus) not applicable

(B2) Layout

(e.g. shuffling of blocks)






  • ** Currently only the feeds change is supported. Change of text description, button text etc. are supported via technical customization for now. You would be able to DIY this soon (under development).
  • (green star) Supported and able to self-operate/DIY from with XPO
  • (star) Partial support; Multiple creatives have to be created for DCO activation for now (more automation underway).
  • In our offering, we currently provide Message-based DCO and Creative-based DCO.

Data Importing/Upload for Enabling DCO

XPO supports 2 models for ingesting data:

  1. by using Curator to create a feed to inject into the ad template
  2. by using Data Importer (CSV format) to import data

Pre-requisites for Setting Up DCO

  • Setup a Standard campaign
  • Set up Audience segment
  • Configure DCO settings

Steps to Set Up a Standard Campaign

  1. Navigate to the Campaigns tab
  2. Click on New
  3. Input the campaign name and objective
  4. Schedule the campaign
  5. Configure the budget for the campaign
  6. Click on submit
  7. Create a new ad group
  8. Schedule the ad group and configure its budget
  9. Link any creative with the ad group
  10. Add other targeting option as applicable

Set up Audience Segment

  1. You need to define the attribution window numbers and also select the type of segment ( first/ third party ) that you want to create.
  2. Also after selecting the advertiser, you can see the list of existing segments


  1. The campaign setup has to be completed.
  2. The audience needs to be created through the Audience tab.
  3. To make the condition selected for DCO work successfully, you need to make sure that the variable selected under the ’Match on conditions’ is exactly the same that is used in the feed created in XPO curator.
  4. In case, the variable is not the same as created in Media Broker under Tag configuration, you need to create the same variable in feed template.

Steps to Create Variables in Media Broker

  1. Navigate to the Pixels Tab
  2. Click on Tag configuration
  3. Set the attribution window settings duration
  4. Click on Add new variable and enter the variable name
  5. Select the type of the variable (string/ number)
  6. Click on Save


Baseline Feeds

While creating feeds we have to be specific when selecting the feed template type. The feed template should have the required variable. If you are not able to find your variable in any of the baseline feeds you can otherwise choose to create a custom feed type to add the required variable and its type. 

The feed types are categorized into the below types and have a list of specific variables along with the available option to make it required or hidden.

  • Facebook Product
  • Facebook Flight
  • Facebook Destination
  • Facebook Hotel
  • Facebook Real Estate

Steps to Create Feeds

When using feeds to be used in DCO you can select the feed type as Mix and Match and Upload your csv data. Below are the steps to create feed with the type being Mix and Match:

  1. Login to XPO Curator
  2. Click on Assemble a Feed
  3. Select the type of Feed that you can to create
  4. For Example: Click on Mix and Match
  5. Name the feed
  6. Schedule the feed
  7. Click on Next
  8. Add the images or videos
  9. Click on Submit

Steps to Create DCO with Audience Settings

  1. You can configure the DCO on the basis of audience members in combination with the feeds.
  2. You can create the variables through the tag configuration option under the Pixels tab.
  3. Similarly, you can use the same variable in the feeds created through curator.
  4. This allows you to retarget users to the most precise content.
  5. You can select either smart matching or custom matching your DCO. Through smart matching, the system will try to match the best condition with the feed 


Steps to Create DCO with Geography

  1. You can target users belonging to specific geo-locations to see creatives based on the condition and feed.
  2. You can create the variables through the tag configuration option under the Pixels tab.
  3. Similarly, you can use the same variable in the feeds created through curator.


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