{"id":1332,"date":"2021-07-27T09:48:26","date_gmt":"2021-07-27T13:48:26","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/07\/27\/how-to-establish-the-right-foundation-for-dynamic-creative\/"},"modified":"2021-07-27T09:48:26","modified_gmt":"2021-07-27T13:48:26","slug":"how-to-establish-the-right-foundation-for-dynamic-creative","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/","title":{"rendered":"How to Establish the Right Foundation for Dynamic Creative"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376252 = window.plc376252 || 0;\n            document.write('<' + 'div id=\"placement_376252_' + plc376252+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376252, [300,250], 'placement_376252_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376252++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Georgia Brammer, Regional Director, JAPAC, at Flashtalking<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Over the past two decades, the advertising industry has made impressive strides in leveraging technology and data to better understand audiences and deliver messages to them along their customer journeys. Along the way, though, one truth has become more evident than ever: Success in marketing still requires strong creative. All the technology in the world isn\u2019t going to get you far if you can\u2019t deliver compelling, relevant creative at the moment you\u2019re reaching your audience.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s where dynamic creative optimisation (DCO) comes in, as it sits at the nexus of targeting and creative execution. In recent years, dynamic creative technology has reached a tipping point in terms of accessibility, enabling the world\u2019s most inventive marketers to achieve their digital visions in a personalised way. That said, getting started with DCO \u2013 or elevating it within your organisation\u2019s planning\u2014requires a strategic mindset shift. Let\u2019s take a look at how marketers should be thinking about this transition.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Build a Dynamic Foundation<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Building a strong foundation with dynamic creative means letting the creative \u2013 not the technology that underpins it \u2013 take centre stage. Focusing on how the technology works and then trying to shoehorn in creative is a surefire way to throttle not just your campaign ROI, but ultimately your marketing programme over time.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n<p class=\"wp-block-paragraph\">Creative, after all, is what drives consumer connections. It\u2019s foundational. Turning from static executions to dynamic creative doesn\u2019t change this. Quite the contrary, it makes the underlying creative concepts all the more important. DCO isn\u2019t a low-cost performance tactic to be activated on a one-off basis. It\u2019s a new way of thinking about your marketing.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Walk Before You Run<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Dynamic creative is foundational. But in terms of execution, it\u2019s not a single switch-flip. It\u2019s a ramp-up. To get started, you don\u2019t need a fully established, state-of-the-art internal data infrastructure to surface the signals for dynamic optimisation. There are partners to help on that front as you establish and grow your DCO activities. What you need to focus on is establishing a logical starting point with DCO and growing your capabilities over time.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The DCO opportunities for optimisation can feel overwhelming if you simply turn on the fire hose. Weather, time of day, geography \u2013 the possibilities are endless when it comes to how you tailor your messages. You need to start somewhere, but you don\u2019t need to start <em>everywhere<\/em>. Start simply. Test. Learn. Expand.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Resist Complacency<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">The automation enabled by DCO are powerful, but these campaigns don\u2019t run themselves. As you wade deeper into DCO and start to feel comfortable, don\u2019t become complacent. Stay attentive when it comes to daily optimisations and ensure you\u2019re continually testing and learning in order to better extend your efforts.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Rethink Metrics<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">As you roll out your DCO initiatives, don\u2019t rely on outdated measurement tactics like last-click when it comes to evaluating the effectiveness of your creative. As discussed, dynamic creative is a foundational approach, and it shouldn\u2019t be evaluated as a simple direct-response tactic. Done right, DCO has applicability throughout the marketing funnel and should be measured based on a wider variety of creative performance indicators.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Think Long-Term<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Finally: Be patient. DCO requires a ramp-up period, but the benefits of sticking with the process and investing meaningfully in its success will yield significant long-term benefits for your organisation. Dynamic creative lays the groundwork for strong organisational discipline and collaboration. It\u2019s not a tactic to be tested on a single campaign and then put on a shelf for later consideration. It\u2019s a journey that provides benefits at every step along the way.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376253 = window.plc376253 || 0;\n            document.write('<' + 'div id=\"placement_376253_' + plc376253+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376253, [300,250], 'placement_376253_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376253++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Success in marketing still requires strong creative. All the technology in the world isn\u2019t going to get you far if you can\u2019t deliver compelling, relevant creative at the moment you\u2019re reaching your audience.<\/p>\n","protected":false},"author":7,"featured_media":1333,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-1332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Establish the Right Foundation for Dynamic Creative | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Establish the Right Foundation for Dynamic Creative\" \/>\n<meta property=\"og:description\" content=\"Success in marketing still requires strong creative. All the technology in the world isn\u2019t going to get you far if you can\u2019t deliver compelling, relevant creative at the moment you\u2019re reaching your audience.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-27T13:48:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/07\/169foundation.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-establish-the-right-foundation-for-dynamic-creative\\\/1332\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-establish-the-right-foundation-for-dynamic-creative\\\/1332\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"How to Establish the Right Foundation for Dynamic Creative\",\"datePublished\":\"2021-07-27T13:48:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-establish-the-right-foundation-for-dynamic-creative\\\/1332\\\/\"},\"wordCount\":634,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-establish-the-right-foundation-for-dynamic-creative\\\/1332\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/169foundation.jpg\",\"keywords\":[\"Tech\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-establish-the-right-foundation-for-dynamic-creative\\\/1332\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-establish-the-right-foundation-for-dynamic-creative\\\/1332\\\/\",\"name\":\"How to Establish the Right Foundation for Dynamic Creative | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-establish-the-right-foundation-for-dynamic-creative\\\/1332\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-establish-the-right-foundation-for-dynamic-creative\\\/1332\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/169foundation.jpg\",\"datePublished\":\"2021-07-27T13:48:26+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-establish-the-right-foundation-for-dynamic-creative\\\/1332\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-establish-the-right-foundation-for-dynamic-creative\\\/1332\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-establish-the-right-foundation-for-dynamic-creative\\\/1332\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/169foundation.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/169foundation.jpg\",\"width\":1280,\"height\":720},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-establish-the-right-foundation-for-dynamic-creative\\\/1332\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to Establish the Right Foundation for Dynamic Creative\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to Establish the Right Foundation for Dynamic Creative | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/","og_locale":"en_US","og_type":"article","og_title":"How to Establish the Right Foundation for Dynamic Creative","og_description":"Success in marketing still requires strong creative. All the technology in the world isn\u2019t going to get you far if you can\u2019t deliver compelling, relevant creative at the moment you\u2019re reaching your audience.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/","og_site_name":"AW360","article_published_time":"2021-07-27T13:48:26+00:00","og_image":[{"width":1280,"height":720,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/07\/169foundation.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"How to Establish the Right Foundation for Dynamic Creative","datePublished":"2021-07-27T13:48:26+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/"},"wordCount":634,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/07\/169foundation.jpg","keywords":["Tech"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/","name":"How to Establish the Right Foundation for Dynamic Creative | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/07\/169foundation.jpg","datePublished":"2021-07-27T13:48:26+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/07\/169foundation.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/07\/169foundation.jpg","width":1280,"height":720},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-establish-the-right-foundation-for-dynamic-creative\/1332\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"How to Establish the Right Foundation for Dynamic Creative"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/1332","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=1332"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/1332\/revisions"}],"predecessor-version":[{"id":14495,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/1332\/revisions\/14495"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/1333"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=1332"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=1332"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=1332"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=1332"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}