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Dynamic Creative is the first part of campaigns that leverage Dynamic Creative Optimization (DCO); the second part is the Optimization itself.

Dynamic Creative allows you to change ad content dynamically to make your ad relevant to a specific audience or situation. A dynamic creative contains multiple versions of assets used for the same creative elements in a single ad, for example, text, image, or video. The elements that can be customized, referred to as dynamic elements, change according to the viewer's interests, location, or other specific criteria.

Dynamic elements are useful for large-scale DCO campaigns, when you need to personalize and target hundreds of ad versions to specific users.

In the following example a single ad was created but the logo, background, headline, and the character pictured at the bottom are dynamic elements which creates three ad versions completely different in appearance. The result is three entirely different experiences, depending on the viewer's interests.


Working with Build Guides

You can use the Dynamic Creative feature in all Amazon Ad Server (AAS) formats, such as Standard, Rich Media, and Billboard, as well as across all dimensions. For more information, see Amazon Ad Server ad formats.

HTML Formats

The basic workflow when building an HTML Dynamic Creative is as follows:

  1. Add dynamic elements to your ads either in Ad Builder or an authoring tool.

  1. Upload your ads to AAS.

  2. In AAS, edit the value of the dynamic elements to create different ad versions.


The trafficking team (media agency) proceeds to the Optimization setup. Target audiences are associated with the ad versions, for example, different geographies, different age groups, and people who visited specific pages on the advertiser's site. For more information about target audiences, see Work with target audiences.


You can also apply Dynamic Creative to in-stream video, but the process is slightly different than for HTML ads. For more information, see About in-stream video. For more information about creating DCO VAST, see In-Stream VAST Dynamic Creative.

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