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# DCO (Dynamic Creative Optimization)
- URL: https://www.adlingo.org/glossary/dco/
- Published: 2025-01-15T11:22:00.000Z
- Updated: 2025-01-15T11:22:00.000Z
- Description: Technology that automatically generates and optimizes personalized ad creative based on data about the viewer, context, or both.
- Author: Travis Lusk
- Tags: Programmatic, #glossary, #Import 2026-10-27 17:05

Software that assembles ad variations automatically from a set of creative components, headlines, images, CTAs, and audience or contextual rules. At scale, it handles creative permutations a production team couldn't. The output is only as good as the components and the rules fed into it. Brand consistency requires governance. Without it, you'll eventually serve something you didn't intend.