Dynamic creative, also known as dynamic creative optimization (DCO), is a type of online advertising technology that allows advertisers to automatically create and deliver customized ad content to individual users based on their unique characteristics and interests. Dynamic creative uses algorithms and machine learning to evaluate a user's behavior and context, and to generate and serve personalized ads in real time. This allows advertisers to create highly relevant and engaging ads that are more likely to resonate with the user and drive conversions. Dynamic creative is often used in display advertising and can be combined with other forms of targeting, such as geographic or demographic targeting.