DCO & CTV: Mass
Personalization on the
King of Screens

Television has always reigned supreme for high-impact campaigns. Once monopolized by broadcasters, it has recently transformed—freeing itself from technological and regulatory shackles to fully enter the era of digitalization. This evolution has introduced a new layer of complexity. Let’s take 5 minutes to understand the main differences.

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Connected TV

Connected TV (CTV) delivers all internet-streamed content to TV screens, including platforms like Netflix, YouTube, Disney+, and Apple TV, as well as replay and on-demand services.

Unlike traditional segmented TV, CTV bypasses linear broadcasting limits and regulatory constraints, enabling programmatic media buying with rich targeting options—from user profiles and geolocation to interests and first- or third-party data (without third-party cookies). It also offers unmatched creative flexibility, with no pre-approvals, timing restrictions, or industry limitations, making it a powerful, data-driven channel for marketers.

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Segmented TV

Segmented TV is rooted in traditional linear broadcasting. Enabled by internet service providers (Orange, SFR, Free, Bouygues, etc.), it allows advertisers to personalize select ads shown during commercial breaks on linear TV channels.

These operators insert personalized messages at the point of broadcast. Because it’s tethered to linear TV, it remains subject to the same regulatory constraints.

The New
Golden Age of TV

Media consumption habits are evolving, reshaping both viewer expectations and advertising strategies. At the crossroads of linear, digital, and streaming, CTV turns the television screen into an addressable, interactive, and measurable media channel.

With CTV now outperforming traditional TV among 25-49 year-olds in key markets like the US, UK, Australia, and France, it has become a cornerstone of ROI-driven media strategies. This explosive growth, coupled with refined targeting capabilities, positions CTV as the new performance driver for advertisers.

80%
US households own
a Connected TV
$30B
Ad spend on this
channel
+20%
Growth YoY

Why Combine
CTV with DCO?

To unlock the full potential of CTV, brands must move beyond traditional linear-style ad delivery and embrace smarter, more dynamic, and personalized formats. That’s where Dynamic Creative Optimization (DCO) shines—allowing advertisers to personalize creative at scale using data, context, and audience profiles.

  • Real-Time Personalization

    DCO dynamically adapts creative elements (images, copy, offers, QR codes, etc.) based on variables like location, time of day, audience profile, or user preferences. This real-time customization ensures every viewer sees a relevant message—boosting engagement and conversion rates.

  • Boosted Ad Performance

    CTV campaigns powered by DCO have achieved up to 10x higher engagement compared to standard video formats. When paired with advanced attribution tools, DCO can drive a 30% increase in campaign performance and cut media costs by up to 50%.

     

    Discover some of our standout CTV campaigns

  • Advanced Measurement & Attribution

    With state-of-the-art attribution technologies, brands can measure not just the direct impact of CTV campaigns, but also how this channel lifts performance across others—like SEA, display, or social—within an integrated media strategy.

Your Partner For High-Performance CTV Campaigns

At COOL Media, we bring over 15 years of experience and cutting-edge creative optimization technology to your CTV DCO campaigns—as well as to your entire digital media strategy. Our advanced, multi-platform DCO stack is purpose-built to maximize the impact of your CTV initiatives:

  • Create data-driven, personalized ads based on behavioral and contextual signals.
  • Boost performance with automated A/B testing and real-time creative optimization.
  • Accurately measure impact across the customer journey.

By integrating DCO into your CTV strategy, you deliver relevant and engaging ad experiences to your audience while maximizing the ROI of your media investments.

Featured Case Studies

Buca Di Beppo

CTV campaign highlighting the 36 Buca di Beppo locations by identifying the nearest restaurant for each user to encourage visits and reservations.

View Case Study

Celebree School

CTV campaign to capture parents' attention and direct them to an interactive map showcasing Celebree School's 80 locations, making it easier to find the nearest school.

View Case Study

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