How to approach digital creative optimisation

This article takes a detailed look at how creative optimisation can enhance the performance of digital advertising, enabling marketers to identify and serve the best version of ad creative for key audiences.

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Definitions

What is creative optimisation? Fundamentally, creative optimisation maximises the impact of marketing messages using intelligent algorithms. The optimisation process itself only comes into play after marketers have completed two key stages: employing dynamic creative to build multiple versions of an ad and tailoring these ad variants for different audience segments by leveraging a mixture of data points.

Once marketers have compiled their selections, auto-optimisation – an automatic process that requires no...

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