Have you ever had that uncanny feeling that an ad is speaking directly to your deepest shopping desires? Perhaps it's that very pair of sneakers you left abandoned in your cart or a shiny gadget you only casually browsed yesterday. Welcome to the ingenious world of Dynamic Product Ads (DPAs) - the savvy marketers' secret weapon for delivering personalized, hyper-relevant ad experiences that customers actually welcome.
DPAs rise above generic ads, leveraging the power of real-time data to deliver messages that resonate on a personal level. Instead of broadcasting blindly, dynamic ads whisper precisely what your audience needs to hear, exactly when they’re most likely to act. In fact, ads powered by dynamic personalization have delivered up to 160% higher return on ad spend and over 106% increase in conversions, proving that when ads feel tailored, users are far more likely to take action.
In this blog, we’ll unpack how Dynamic Product Ads are reshaping the playbook for personalized advertising for retargeting campaigns and why they’re fast becoming indispensable for growth marketers across eCommerce, Travel, FinTech, and beyond.
Dynamic Product Ads are programmatic ad units that deliver personalized creative to individual users, based on what they have previously browsed, searched for, or shown interest in. These creatives are built dynamically using data from a product or service catalog and often include auto-populated elements such as product name, image, price, discount, or availability.
For instance, if a user browses running shoes on a sportswear app but doesn’t purchase, a DPA can later show them the same shoes or similar products from the product catalog on other apps, websites, or social platforms, nudging them toward conversion.
While DPAs are often associated with eCommerce, their utility spans across verticals like Travel, FinTech, EdTech, Food Delivery, OTT, Real Estate, and more, wherever there's a catalog-like offering and user behavior to personalize for.
Within retargeting DPAs have immense use for marketers: from retargeting abandoned subscriptions in OTT apps, to recommending personalized investment plans in a FinTech app, or re-engaging travel app users with live flight fares, DPAs automatically generate hyper-relevant creatives by pulling data from product/service catalogs and matching them with user behavior.
Intrigued? Now let's unpack how this magic happens.
Dynamic Product Ads (DPAs) are designed to re-engage users with high intent by combining behavior insights, catalog data, and programmatic delivery, creating a frictionless path back to conversion. Rather than relying on static remarketing, DPAs assemble the right message in real time, for the right user, in the right moment.
Here’s how the process works:
One of the most powerful advantages of DPAs lies in their creative versatility. Unlike traditional formats that require manual production for each asset, DPAs are built dynamically using structured data feeds. This allows advertisers to scale personalization across multiple ad types without sacrificing design quality or brand consistency.
Here’s a breakdown of the most commonly used creative formats for DPAs and where they deliver best:
Traditional personalization often hits a scale ceiling. With DPAs, brands can launch thousands of personalized creatives without creating each ad manually. This is particularly useful for retailers and marketplaces with large, fast-changing inventories.
41% of consumers say they are more likely to purchase from brands that offer personalized ads, and DPAs provide the framework to make that happen at scale.
DPAs are a proven performance driver, reporting a 20% higher conversion rate on average compared to static ads for the same campaigns. This uplift comes from higher relevance, making users more likely to click and convert.
Dynamic Product Ads are not just for cart abandoners. They are equally effective in:
Dynamic Product Ads have evolved from being a niche retargeting tool, to be the engine room of personalized advertising. As AI-powered targeting, privacy-first identity solutions, and real-time creative automation evolve, DPAs will continue to gain sophistication becoming full-funnel growth drivers. For advertisers ready to future-proof their performance strategy, now is the time to embed DPA into your programmatic playbook.
Because in a world where attention is fleeting, relevance isn't optional—it’s everything.
Ready to launch DPA for your brand? Set up your DPA campaign within mDSP! Contact us to know more about our capabilities and offerings.