And DCO helps improve those click-through rates by extending the number of audiences a campaign can target.
LendingTree previously may have built a segment of, say, men over 40 who were found on Yahoo News, and targeted that audience with one creative, Eldridge said. “That’s an audience you can serve one creative on and it can perform well, but what you find when you look beneath the surface is there are people there on their phones or on a Mac, people on different browsers,” he said, all of which could be strong determining factors of creative performance.
Browser use in particular is a feature LendingTree is splitting out for different creative, he said, as well as testing optimization around suburban or urban locations and different times of day. These dimensions can be “huge differentiator(s) in audience psychographics and, thus, performance.”
When data-driven online advertisers discuss optimization, they typically mean media optimization – around inventory sources, supply chain partners and formats – said RevJet founder and CEO Mitchell Weisman. “They rarely reflect on how or whether creative is driving their ROI.”