Rambler Dynamic Creative Optimization (DCO)

Main articles:

• Internet advertizing (market of Russia)
• Internet advertizing (world market)

2020: Representation of DCO Base and DCO Programmatic

The Rambler group announced on November 3, 2020 creation of advertizing solutions on the basis of Dynamic Creative Optimization (DCO) technology.

The technology allows to pick up and show in real time the most relevant creative for the specific reader, providing growth of CTR (click-through rate). Integration of DCO into the advertizing products Rambler Group allows to increase an indicator of CTR twice.

Optimization of advertizing metrics – one of key trends of Internet advertizing. Implementation in the stack of advertizing DCO technologies will allow Rambler Group to strengthen the positions in the market. DCO gives the chance to create advertizing products as a result of synergy of artificial intelligence and creative solutions. The technology, in fact, represents independent examination, defining what content is interesting to the user in specific timepoint, flexibly adapting to changes. Ease of use for advertisers of products based on DCO allows to inform of the advertizing message to the user, increasing KPI of each demonstration.

For the beginning of November, 2020 in a line two solutions – DCO Base and DCO Programmatic start. DCO Base provides growth of CTR at the minimum costs on production – for start of a campaign enough 3–5 creatives which can differ from each other only in text and visual parts. DCO at demonstration of advertizing compares the number of clicks on this or that option of a creative, analyzes behavior of different user groups and further shows each of options of creatives to that group which shows a high rate of CTR.

DCO Programmatic, unlike DCO Base, allows to personalize a creative for narrow classroom segments, redistributing demonstrations of the most effective aside. At the same time a huge number of variations of creatives depending on a matrix of scenarios can be used. The solution is started together with Adluxe company which technologies have an opportunity to personalize the advertizing message using the CMP system (Creative Management Platform is the Platform of management of creatives) and matrixes of scenarios. Rambler Group, in turn, provides to Real-time optimization of demonstrations and increase in efficiency of an advertizing campaign.

Because of rapid development of advertizing technologies it becomes more difficult to draw attention of users on the Internet. Advertizing products – convenient, simple in use and at the same time at the affordable price are required. Adluxe, being an ambassador of technologies of personalisation and a creative, always uses revolutionary advertizing solutions in the work and aims at openness and integration. The line of DCO developed together with Rambler Group answers a relevant request of the market and also offers advertisers essentially other approaches to the personalized campaigns.

At the heart of DCO – machine learning technologies which analyze more than 10 thousand classroom segments from own Rambler Group DMP platform and consider other parameters – the platform, device type, a format and arrangement of advertizing. A system compares data on cliques on different creatives, creates the forecast of behavior of different user groups and considers it at further demonstrations. Besides, to avoid deterioration in CTR for all campaign, the DCO technology regularly monitors performance indicators of all creatives and redistributes demonstrations towards that which shows the highest CTR for specific users at present.