Programmatic creative refers to the set of advertising technologies that allows marketers to execute data-informed, software-assisted creative. Dynamic Creative Optimization (DCO) falls under the programmatic umbrella, but is only one of two technologies that solve creative problems for programmatic media. Digital marketers can leverage both DCO and Creative Management Platforms (CMPs) to maximize the impact of the creative within programmatic and direct advertising. Learn how both programmatic creative solutions, DCO and CMPs helps digital marketers drive hyper-relevant ads to each audience. Thunder Creative Management Platform enables brands, agencies, and publishers to amplify creative versioning across the most data-driven advertising channels today: desktop display, mobile display, and Facebook ads. Schedule a demo today to see how Thunder can empower your organization to achieve ambitious creative strategies: https://www.makethunder.com/contact.

1. Programmatic Creative vs.
Dynamic Creative Optimization (DCOs)
Melody Yan
Marketing Manager, Thunder
makethunder.com

2. Programmatic creative refers to the
set of advertising technologies that
add speed, scale, and automation
to the creative process.

3. P R O G R A M M A T I C
C R E A T I V E
Split test, learn, and optimize
Tailor creatives to audiences
Quickly turnaround a high
volume of ads

4. D C O D Y N A M I C C R E A T I V E
O P T I M I Z A T I O N
C R E A T I V E M A N A G E M E N T
P L A T F O R M
C M P

5. D C O = A D F A C T O R Y
Data feeds used to generate
creatives on the fly
Optimization = automatic
multi-variate testing
Direct response campaigns

6. D C O
Ad units can pull in data
such as:
Product catalogues
Special offers
Store information

7. C M P = P O W E R T O O L
Mass customization driven
by people
What You See Is What You
Get (WYSIWYG)
Enables creative for any
advertising purpose

8. C M P
Individual traits can be
customized such as:
Image position
Text position
Text size

9. R E Q U I R E D S K I L L S
Design
Copywriting
DSP/DMP Configuration
Data Analysis
HTML5 Coding
Data Structures (RSS,
XML, JSON, etc,)
CMP DCO

10. A C O M P A R I S O N
O F M I N D S E T S
DCO: Plan campaigns months
in advance
CMP: Enables a more agile
approach to creative
DCO:
CMP:

11. C M P E X A M P L E
U S E C A S E S
You want to tailor your
creatives based on any data
You are looking to build
ads in sets of multiple sizes

12. You want more
customization abilities
You are a publisher or media
company selling display
campaigns to a high volume
of local businesses
C M P E X A M P L E
U S E C A S E S

13. D C O E X A M P L E
U S E C A S E S
You have an organized data
feed to build ads with, such
as for product remarketing
You are operating a direct
response campaign with
millions of impressions

14. You plan your advertising
months in advance
You want to use the
following data to drive your
dynamic creatives: location,
device, time, or weather
D C O E X A M P L E
U S E C A S E S

15. E S S E N T I A L G U I D E
T O P R O G R A M M A T I C
C R E A T I V E
T E C H N O L O G I E S
With over $6 billion spent on DSPs and
DMPs to precisely target audiences,
programmatic creative activates that
data with precisely tailored messages.
Learn about the two main
programmatic creative technologies:
Dynamic Creative Optimization (DCO)
Creative Management Platform (CMP)

16. About Thunder
Thunder Creative Management Platform enables publishers, agencies and
advertisers to match display ad creative executions to the increasing variety
of targeting segments and ad formats.
Learn more about Thunder at: www.makethunder.com