Over my tenure at Kaiser Permanente, display (digital) advertising became a dominant advertising channel. Central to the success of this ever evolving space was the implementation of programmatic in the form of Dynamic Optimized Creative (DCO). DCO uses artificial intelligence to customize ads in real-time based on user behavior and preferences, dynamically changing images, text, and calls-to-action to improve performance. My team led the development, implementation and ongoing content management of this channel with the DCO partners (Adform and Clinch) and the programmatic Demand-Side Platforms (DSPs). Immediate impacts of this program included drastically enhanced user engagement and conversion rates, as well as an immediate budget savings of nearly $250K annually in production and implementation costs.

Agency Partners: Droga5 (Creative); Fluent360 (Creative); Wellcom (Production & Implementation); Hearts & Science (Programmatic Media & Analysis)