> For the complete documentation index, see [llms.txt](https://docs.exoclick.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.exoclick.com/advertisers/advertisers-faq/optimisation-and-performance/dca-implementation-guide.md).

# Dynamic Contextual Ads (DCA) Implementation Guide

## 1. Overview

Dynamic Contextual Ads allow you to:

* Serve **automatically adapting creatives**
* Based on **page context (tags, categories, intent)**
* Without using **cookies or user tracking**

Instead of running multiple niche campaigns:

👉 You run **one campaign** that adapts in real-time.

## 2. Core Concept (Simple Explanation)

You are **not uploading static banners**.

You are:

* Hosting **one dynamic creative endpoint**
* Receiving **contextual signals from ExoClick through** [**Dynamic Tokens**](/advertisers/campaigns/macros.md)
* Deciding dynamically:
  * Image
  * Headline
  * CTA
  * Landing page

👉 All at render time

**One-line summary:**

> “ExoClick sends context → you decide what to show → you track conversions back.”

## 3. How It Works (End-to-End Flow)

1. User visits a page (e.g. *Games, Casino, Celebrity*)
2. ExoClick detects contextual signals (tags/categories) through Dynamic Tokens
3. These are passed to your system via **URL parameters**
4. Your system selects:
   * Creative
   * Messaging
   * Landing page
5. Ad is rendered dynamically
6. User clicks → conversion tracked → optimisation begins

## 4. What ExoClick Sends You

You receive real-time parameters such as:

* `keywords` → **page context (CORE SIGNAL)**
* `zoneid` → placement
* `device` → mobile/desktop (only in Natives & Push Ads)
* `country` → geo
* `clickid` / `s1` → tracking

👉 These are passed via macros in your creative URL

## 5. What You Must Build (Your Side)

### 5.1 Dynamic Creative Endpoint

Example:

```
https://yourcdn.com/native/render
```

Must:

* Accept URL parameters
* Render instantly (critical)
* Support formats (300x250 / native / video)

Can be:

* iframe
* HTML/JS
* VAST (video)

### 5.2 Contextual Decision Engine (The Brain)

Your backend must:

* Read parameters (keywords, device, geo, etc.)
* Apply logic to decide what to show

Example logic:

```
IF keywords contains "games"
→ Show games creative + "Meet Local Players"

IF keywords contains "casino"
→ Show casino creative + tailored LP

dating keywords
→ Use short CTA + fast-loading LP
```

👉 Start simple (rule-based). No AI needed initially.

### 5.3 Creative Asset Library

You need:

* 10–20 images / GIFs / videos
* Multiple headlines & CTAs
* 2–3 landing pages minimum

Organised by:

* Tags / categories
* Device
* GEO
* Vertical (Games, Dating, AI, etc.)

### 5.4 Dynamic Landing Page

Your LP must:

* Capture parameters (`keywords`, `s1`, etc.)
* Adapt content dynamically

Examples:

* Games traffic → “Meet Local Players”
* Casino traffic → “Play Live Roulette”
* Celebrity traffic → "Get Celebrity Gossip"

👉 Ad → LP alignment is critical for conversion

### 5.5 Tracking & Attribution (MANDATORY)

You must implement:

* [S2S postback](/advertisers/conversion-tracking/conversion-tracking.md#using-conversion-tracking-api---s2s-recommended) or [pixel tracking](/advertisers/conversion-tracking/conversion-tracking.md#using-pixel-tracking)

**S2S Flow (recommended):**

1. ExoClick sends `{conversions_tracking}`
2. You store it
3. Conversion fires
4. You send postback

[Postback](/advertisers/conversion-tracking/conversion-tracking.md#calling-the-postback-url) example:

```
http://s.magsrv.com/tag.php?goal=GOAL_ID&tag=XXXXXXXXXXX
```

👉 Without this:

* No optimisation
* No Smart CPM learning
* Poor performance

## 6. Creative Integration (Example Tag)

```html
<iframe src="https://yourcdn.com/native/render?
keywords={tags}
&zone={zoneid}
&device={device}
&s1={conversions_tracking}"
width="300"
height="250">
</iframe>
```

Key parameter:

👉 `keywords={tags}` = **the most important signal**

## 7. Campaign Setup in ExoClick

### Recommended Setup:

* Format:
  * Native
  * Banner Formats
  * Video
  * PopUnder
  * Full Page Interstitial
* Pricing:
  * CPM or Smart CPM
* Targeting:
  * Contextual targeting ON
  * Start with **20–80 tags**

### Keyword Strategy

**Start with:**

* Positive tags:
  * games, casino, celebrity, etc.
* Negative tags:
  * crypto, news, dating

👉 Do NOT launch with 500+ tags

## 8. What Makes It “Dynamic” (vs Static Ads)

| **Static Ads**         | **Dynamic Contextual Ads** |
| ---------------------- | -------------------------- |
| Same banner everywhere | Changes per page           |
| One message            | Contextual messaging       |
| One LP                 | Adaptive LP                |
| No learning            | Optimises via tracking     |

👉 Result:

* Higher CTR
* Better CVR
* Stronger CPM efficiency

## 9. Minimum Viable Setup (Start Here)

If you want to launch fast:

* 1 dynamic creative endpoint
* 10–20 creatives
* 10 headlines
* 2–3 landing pages
* Simple keyword mapping
* Postback tracking

👉 That’s enough to get results.

## 10. Optimisation Strategy

Optimise by:

* Tag / keyword
* Creative variation
* Placement (`s1`)

### Scale:

* Increase bids on profitable tags
* Add new tags gradually
* Expand creatives

### Reduce waste:

* Pause bad tags
* Exclude weak placements
* Adjust bids

## 11. Troubleshooting

### Low Performance

**Cause:**

* Not using keywords properly

**Fix:**

* Implement real dynamic logic

### High Spend, Low ROI

**Cause:**

* Too broad targeting
* Poor creative match

**Fix:**

* Optimise by tag
* Cut weak niches

### Low Volume

**Fix:**

* Add more tags
* Reduce negatives

### CTR Drop

**Fix:**

* Refresh creatives (every 7–14 days)
* Recheck relevance

## 12. When to Use DCA

### Best for:

* Live Streaming
* Dating
* Video on Demand
* Product Specific Offers

### Not ideal if:

* Offer is too broad
* No dynamic setup
* Poor tracking

## 13. Reality Check

This is where most advertisers fail:

* If tracking is wrong → system breaks
* If creatives load slowly → performance dies
* If creatives aren’t refreshed → fatigue hits fast

👉 If you half-build this, it will underperform static ads.

## 14. Final Takeaways

* You control the logic, not ExoClick
* Context is useless unless you use it properly
* One campaign can scale across multiple niches
* Performance depends on:
  * Creative relevance
  * Tracking accuracy
  * Optimisation discipline


---

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