Amazon Ad Server will be sunset in Q4 2024, please visit this page (AAS offboarding information) for offboarding support resources and sunset FAQs. Details shared on that page represent the most up to date information in the Help Center, if you find disparate information in other resources please default to the information in the AAS offboarding information page accordingly.

Please note that on October 1, 2024, the ability to create new campaigns, placements, and tag managers will be disabled.

  • Creative > Ads > New Ad > Ad Builder


Note: To learn more about Dynamic Creative Optimization (DCO), or to view guides about other authoring tools, see Introduction to dynamic creative.


Ad Builder allows you to add dynamic elements to your HTML ads for DCO campaigns. The initial stage of creating DCO entails tagging components in your ad as dynamic elements. In Ad Builder,this step is done by selecting a check box.


You can configure the following components as dynamic elements:

  1. Select one of the components that you can configure as a dynamic element.

  2. In the Properties pane, select the Dynamic Element check box.


    In Ad Builder, when you configure a component as a dynamic element, the system adds an icon to the component's layer in the Layers pane.


Once you save your ad in Ad Builder, Amazon Ad Server (AAS) automatically detects the dynamic elements assigned to the various components and displays them on the ad's Versions page.


In the Versions spreadsheet, note that each dynamic element in your ad includes a column. The name of the column matches the name of your component (and its layer).

You can edit the dynamic element value in both Ad Builder and AAS. Changing a value in Ad Builder updates the default dynamic element fields in AAS once the ad is reloaded.


Important: Once the ad has been saved, any changes to the name of dynamic elements will cause the old element to be deleted, and a new one of the new name created. This will require you to add the values to your versions again or re-map the version data feed to the new dynamic element name.

For more information about versioning, see Work with Versions of a Dynamic Creative Ad .

Rules and Guidelines

Please note these important points when adding dynamic elements to components.

Formatting Text

  • Dynamic text is displayed as inline HTML code in the dynamic element.


    Tip: If you prefer to use raw text, remove the HTML tags in the version's text field. This action also removes the style of your text. If you want to customize the text again, add the CSS code for the text in an HTML component. For more information, see Ad Builder HTML Component.


  • When you assign a dynamic element to an image, it is automatically tagged as an additional asset. You can view the additional asset in AAS after it is uploaded. For more information, see Additional assets.

  • When you replace an uploaded image, you must reassign a new image in Ad Builder, and then upload the image again.

  • The default image, also referred to as a backup image, is automatically a dynamic element. You can configure the default image on the Versions page in AAS .


  • If you are adding Dynamic Creative capabilities to a video, we recommend using an .mp4 video type. This will allow the video to run on a majority of devices.

  • You can assign a dynamic element to an uploaded video; however, you cannot assign a dynamic element to the properties, for example, auto-play video or video poster. The poster for a video cannot be dynamic. If you need to use dynamic images for your video posters, use a dedicated image component. The image component should be hidden when the video starts playing, but viewed when the video stops. For more information, see Ad Builder List of Events and Actions.

  • The video dynamic element is assigned to the first video uploaded to the video component. The system supports assigning up to three video sources to a single video component. If multiple videos are assigned, they are ignored and not played.

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