YouTube Unveils DCO Platform

For some time the holy grail of video ad tech has been 'dynamic content optimization'. Basically changing the contents of an ad to personalize the experience for consumers. While not quite there yet, YouTube has probably unveiled the largest experiment in this area at scale.

YouTube today introduced a series of new tools for marketers, one of the more notable being “Director Mix,” a technology that allows a company to create thousands of video ads tailored for different audiences all using a single creative asset. That is, the advertiser could upload a number of different voiceovers, backgrounds, and copy, and the system will then automatically create different versions of the video ad to match the advertiser’s various audience segments they’re targeting, explains Google in an announcement about the new technologies.