By Raouf Ketani, managing director, Adylic MENA
In some ways, dynamic creative optimisation (DCO) is nothing new. It is, after all, a decade-old technology that makes the data-driven personalisation of messages at scale possible. Its promise is that it can save advertising from avoidance through relevance.
For this to happen, marketers will have to avoid repeating the mistakes of DCO’s pioneers. Those in the travel and retail industries made full use of dynamic capabilities to retarget high-value and repeat customers with personalised messages based on their online behaviour. It quickly turned into online stalking, continuing even after a transaction, and people became aggravated. We’ve
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