The Programmatic Primer: Creative optimization in the online advertising ecosystem

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Need to know: Creative Optimization (dynamic creative/programmatic creative)

  • These types of companies specialize in creating ways that technology can make advertising more interesting to consumers by modifying which creative is served at one or several points in the supply chain.
  • Creative optimization can be used to optimize creative treatments as a substitute (perhaps a better one) for creative testing.
  • Programmatic creative can be used to change the message, depending on consumer or site attributes to improve relevance at the time of ad serving, or ad execution.