The discrepancies between DCO platforms have created a lot of confusion for brands. Interactions between brands and ad agencies with these inadequate platforms have led to a variety of myths or misconceptions about DCO and the pursuit of fully automated personalization. Here are some common myths arising from these poor experiences.
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Myth #1: DCO requires more resources and limits creativity for my team
When brands are considering bringing DCO technology in-house or having their agency use it, they often worry that they don’t have the necessary skills and will have to hire a specialized team. This common misconception entails that they’ll have to use additional resources and budget space that they don’t have.
The question is then, how do you create thousands of ad variations without ballooning your budget and workload for designers?
Many DCO vendors have turned to ad templates that host custom coding for the decisioning. Brand marketers don’t love templates because they stifle creativity and brand expression. Templates also level the playing field for the brand and their competitors, effectively erasing the competitive edge a brand has forged for years and sometimes decades.
Designers spend thousands of hours learning and working in programs that bring the brand vision to life. Templates introduce another step for the designers to learn and a more rigid set of limitations that reduce the effectiveness of leading design programs. It’s like a star chef making a five-star entree with the leading kitchen tools and covering it with ketchup.
Brands will lose their beautiful branded designs to fixed product templates in DCO automation. Bust this myth >>
Myth #2: DCO’s workflows are labor intensive, costly and delay campaign launches
Some DCO platforms in the market use custom coding in their ad templates, which comes with a couple of undesirable consequences. The coding weighs down the ad file size, increasing latency, which is unacceptable in the modern digital marketing landscape. It also makes mid-campaign changes, such as promoting a discount, which take days to implement—limiting the flexibility of a given campaign.
Additionally, setting up a personalized advertising campaign can mean countless hours of work, figuring out a campaign workflow that needs to be aligned across many parts of the process, such as creative approvals, or sharing assets for cross-team collaboration. That’s a lot of back-and-forth emailing to approve creative and share assets as attachments. In short, the inefficiency in campaign workflows will require significant time and labor for everyone involved.
Another big misconception is that DCO platforms require ad ops teams to manually set up tags and trackers for measurement in third-party sheets. This involves countless hours of pouring over these sheets to transfer over the tags and trackers to every vendor being deployed, such as GCM.
Sadly, this is still true of many platforms. However, the more advanced platforms avoid manual setup with smart automation.
DCO requires a lot of resources to manage, especially when scaling up complexity of personalization strategy or volumes of content variations. Bust this myth >>
Myth #3: Inadequate performance optimization
DCO platforms have historically not allowed for robust optimization across the entire range of ad variations and components. This has led to the misconception that such technology has poor performance optimization, such as for omnichannel campaigns, creative composition, and recommendations. Ultimately, poor optimization negatively impacts revenue.
Previously, data and analytics were often being processed in batches instead of in real-time, leading to delays in any optimizations. Brands have also not been able to process data in analytic tools of their choosing, leading to more delays in understanding performance and missing the opportunity to respond, in real-time, with the relevant messaging and offer.
And then there’s the matter of attribution and data privacy. With third-party cookies becoming obsolete in the near future, brands need a privacy-first way to engage with attribution. Some DCO platforms haven’t figured out an attribution solution that doesn’t involve the terminal third-party cookie, leaving brands in a bind.
What does an optimal analytics and attribution solution look like with a truly automated DCO platform? Find out >>