Dynamic ads

Dynamic ads leverage your product catalog and Criteo’s Dynamic Creative Optimization+ (DCO+) technology to create personalized recommendations for each shopper. The ads automatically adapt based on each customer’s interests and where they are in the buyer’s journey.  

When to use them? 
  • Display a wide variety of products tailored to user interests. 

  • In sale or promotional campaigns — showcasing discounted products to drive urgency and clicks. 

  • When launching new product ranges and promoting them dynamically. 

  • For retargeting users who have shown interest in specific products or categories. 

  • In always-on campaigns — keeping your product catalog top-of-mind across the full funnel (awareness → consideration → conversion → loyalty)

Who should use them? 
  • Retailers and e-commerce brands with large or frequently changing catalogs. 

  • Travel brands — hotels, airlines, OTAs — for showcasing live prices and availability. 

  • Fashion and apparel brands, where variety and freshness are key. 

  • Electronics and tech brands with broad product lines and specs. 

  • Real estate businesses — to dynamically feature properties by location and user interest. 

  • Any business wanting to personalize product discovery at scale. 

General best practices for creating dynamic ads:
  • Keep all ad layouts (Mosaic, Single, Read) enabled for better inventory access. 

  • Use short CTAs (under 12 characters); test up to 8 variants for optimization. 

  • Choose web-safe fonts, or request brand fonts through your Criteo team. 

  • Customize price display ("From $X," "$X per night," etc.) based on use case. 

  • Regularly review category matching and feed quality. 

  • Use product sets for sale items, high-margin products, or new arrivals. 

  • Always preview ads using View all ads before launch to ensure they render correctly across formats. 

  • Set clear start / end dates to align with your marketing calendar.