One ad does not fit_everyone

01

DCO & Templates and the template

Dynamic advertising belongs to the asset stage. The advertising agency creates the campaign idea and look. NØRR3 builds a template from it, the template is approved before use, and DCO & Templates produces versions from it in the supported formats and sizes. The supported formats are display, social, video, DOOH, CTV and audio. Supported versions also include length versions of an approved TV spot and radio spot versions for regions and locations. The Assets page explains how asset jobs are split.

Dynamic advertising pays off when so many versions are needed that making them by hand is not worth it, and when the data behind them can be trusted.

02

How data reaches the ad

The work runs in four steps. First we agree the data source, such as product, stock or location data, and who maintains it. Then the template is designed and approved. DCO & Templates produces versions from the template and the feed in the supported formats. Finally the versions are checked before launch and during the campaign.

When the feed is connected and maintained, the versions update with the data. In retail, store-specific offer versions are made from the product feed. In car retail, the stock feed puts the cars that are for sale into the ads, and versions are made by model.

03

The feed and the template decide the quality

An ad is only as good as its data. A sold product only leaves the ad once the feed updates, and a wrong price is copied into every version. So we check the feed before launch and monitor it throughout the campaign.

The template is designed to cope with the way the feed varies, such as a long product name, a missing image or a price with no offer. The deciding detail, such as the offer or the town, goes first, because in our campaigns most viewers have not watched a video to the end.*

04

Versions, targeting and reporting are separate

Producing a version is one step. Who sees it, in which channel and on what budget is decided in campaign planning and buying. Hundreds of versions do not need hundreds of separate ad sets. In our campaigns, a location-level structure with hundreds of ad sets has left the monthly budget at a few euros per set, and the platform's algorithm has had no chance to learn in any of them. On small budgets a simple structure has worked better.* So the campaign structure is sized to the budget, and the local difference goes into the asset and the targeting.

In a chain, locations can be given their own campaign versions. Each location's targeting radius, local budgets and location-level billing are handled in the Campaign & Reporting app. Reporting by location is done in Business Dashboard. Each of these is agreed during setup in its own right.

05

How we work

We build the feed connection together with the client's systems in the Integrations app. It connects, for example, a product, property, service, online store, stock or CRM feed, an MCP connection or the client's own custom API. We check that the data reaches the ad correctly. We agree who maintains the feed and the template. When results show a problem, we fix the feed, the template or the campaign structure, depending on where the cause lies.

* NØRR3's own campaign bank, campaign reports 2024–2026: each lesson recurs in campaigns across at least two industries and two advertisers.