World Cup 2026: EXTE Drives Dynamic Creative Optimization (DCO) to Connect with the Nomadic Consumer
The modern digital consumer is increasingly nomadic, with a non-linear journey across devices, platforms, and contexts. This trend, particularly pronounced in Latin America where six out of ten people primarily interact via mobile, presents a critical challenge for brands: achieving an immediate connection with the consumer. Attention is fragmented into 'micro-moments'—brief but decisive instances where the intent to purchase or interact is clear, and brands have only seconds to connect.
To address this, EXTE, a leading AdTech company, utilizes Dynamic Creative Optimization (DCO). This technology is key for brands to reach the projected 5 billion viewers of the 2026 FIFA World Cup. DCO allows for the real-time adjustment of advertising creatives based on context, integrating data signals such as demographics, location, device, time of day, or even weather conditions.
«With DCO and the power of generative AI, brands can accompany the consumer in every micro-moment, connecting authentically and increasing their value in real time,» the company states.
This technology not only automates the optimization of messages for greater relevance and engagement but also creates dynamic, user-microcontext-adapted content, boosting campaign efficiency and reducing production costs. Thanks to its flexibility, DCO is scalable to any category, from retail to financial services, and delivers superior Key Performance Indicators (KPIs) over static formats, including viewability, View-Through Rate (VTR), and Click-Through Rate (CTR).
EXTE is already applying this technology in major sporting events through its ACE DCO Sports campaigns, capturing audience attention during matches and competitions in real time. This solution goes beyond traditional personalization thanks to its integration with generative artificial intelligence.
«The key today is to be present and relevant at the exact moment the user is willing to interact,» concluded Rossana Peragallo, Country Manager for EXTE in Chile.
