The State of Dynamic Advertising


Evolving roles, workflows, opportunities and the convergence of DCO and ad serving

Agencies are increasingly leveraging DCO to serve omnichannel audiences with relevant, personalized ads rapidly and at scale, yet even the most advanced have yet to use it to its fullest potential. The challenge most agencies face is trying to execute complex campaigns while working in frustrating siloes, and adopting practices that bring efficiency and precision to trafficking, planning, and execution workflows.

In this new State of the Industry report, Digiday and Clinch polled more than 120 agency respondents to gain insights into the following:

  • How agencies are leveraging DCO to serve relevant, personalized ads
  • Ways agencies are managing their DCO processes — and how it’s changing
  • How agencies are measuring DCO success in 2023