What is the primary function of Dynamic Creative Optimization in advertising?

Dynamic Creative Optimization (DCO) is primarily focused on delivering personalized ad experiences by leveraging user data, which often includes cookies. This technology allows advertisers to tailor creative elements of an ad — such as images, copy, and calls to action — based on individual user behavior, preferences, and characteristics. The goal is to improve the relevance of ads seen by the user, thereby increasing engagement and conversion rates.

In contrast, creating static ads for each user would not leverage personalization, as static ads lack the dynamic adjustments that DCO enables. Limiting ad reach to specific demographics doesn't align with DCO's purpose of personalizing advertisements; instead, it focuses on targeting settings based on demographic information rather than enhancing creative content. Lastly, removing user data from ad targeting runs counter to the foundational concept of DCO, which relies on user data to optimize creative messaging. Thus, utilizing cookies to generate personalized ads is the core function of Dynamic Creative Optimization.