Take It Personally: Making Irresistible Ads with Dynamic Data

By Jairene Cruz-Eusebio Best Practices, Tips & Tricks

When browsing websites or searching through search engines, have you ever noticed that some of the ads you see really call out to you? It mentions your city, your time, or even your interest. 

It was as if the ad was made for you specifically. You are special. It was just for you.

With this kind of personalization, you’ll probably click on the ad, yes? Such is the power of customized ads.


Personalize Your Promotion with Dynamic Ads


But do you really believe that an advertiser would go out of his way to make hundreds, or even thousands of ads, waiting for a person with the exact targeting to match the ad and display it to them? Who has the time and money to do that? 

Furthermore, is it possible for an advertiser who doesn’t have millions of dollars for advertising to do this? If you only have a small budget for advertising, can you do this?

Actually, you can! All with the help of Dynamic Replacement. 

In this article, you’ll learn the following:

What are Dynamic Ads?
How Does Dynamic Replacement Work?
Variables You Can Use to Make the Changes
Elements You Can Change Dynamically (with Examples)
Product Feed for Dynamic Recommendations
Dynamic Replacements in Native Advertising

What are Dynamic Ads?

Dynamic replacement, also known as dynamic ads or dynamic keyword insertion, allows advertisers to deliver the exact ad that their customers will most likely respond to. 

It is the process of changing certain elements of an ad or landing page to match the audience’s specifics.

This is possible by using dynamic parameters that work as placeholders for the elements that you want to be changed automatically. The code used for the dynamic replacement depends on the traffic provider, but it usually involves curly brackets and the variable’s name. 

For example, if you want your ad creative to display the city of the viewer, then your ad headline will likely look like this during set-up:

Looking for a {Keyword} in {City}?


If the viewer is from let’s say Phoenix, Arizona, and he searched for an interior designer using Google, then the dynamic ad will show up like this:

Looking for an Interior designer in Phoenix, Arizona?


Chances are, the viewer will click on this ad over all others because he will feel “closer” to what he is looking for.


Merkle Inc. tested a static ad and static landing page combination versus a dynamic ad and dynamic landing page combination. The latter resulted in a 9.2% increase in conversion rate via desktop, and a 25.2% increase via mobile. 


This is one of the best conversion rates we’ve seen, thanks to personalization. You can do this, too! Now, let’s talk about the process.


How does dynamic replacement work?

Ad networks have an in-built program that initiates the changes to happen. For example, with Google Ads, the platform detects the search keywords used by the viewer and integrates these into the ads.

Other traffic providers utilize (1) the cookies information as detected by the landing page, or (2) the click information as passed by the URL tokens, or even (3) manual user input.


Cookies Information

If the page does not use a dynamic URL, chances are it is using information stored by cookies. A cookie is a data file that is left by a page on your browser or device. 

The next time you visit the same website (or a linked website), the page accesses the cookies and extracts the information the data files contained. This information is then used to display personalized recommendations. 

Have you ever wondered how uncannily accurate websites are when it comes to knowing exactly what you want? It’s because every time you visit the same page or website, your cookies are updated. The websites learn about you more and more, making the ads that they display more personalized. 


Dynamic URL

Have you ever noticed how the full URL of a landing page you visit contains letter and number combinations (or strings) that seem to be gibberish? This is a dynamic URL, and it contains information about the click that only programs can understand.

A dynamic URL contains variables and parameters that are filled in and interpreted by applications.

This link passes on the information to receiving programs. While static pages will only send back this dynamic information, dynamic pages use this information to alter certain elements of the page or ad.


Manual User Input

Aside from what’s mentioned above, websites and apps can make ads even more customized by asking for specific information from the user himself. This can include gender, age, interests, and zip code; it all depends on the platform.

Whichever process you choose to make dynamic replacement work, it is important to understand all about tracking systems as well, as this is the lifeblood of dynamic advertising.

Variables You Can Use To Make Changes

Before you change any part of the ad or landing page, you must first have a reference. This variable will be the basis for which your program will make changes, and this is gathered from the click or browser information.

As mentioned above, while many landing pages use the information they obtain from the browser cookies, there are also those that use the code added in the URL.

Parameters are codes that are placed in a URL string to represent a variable. These are also called macros, and can also be added independently within the ad creative or landing page for whatever adjustments the advertiser wants to make dynamically.


A tracking URL usually follows this format:


The variable depends on the tracking application, and the parameter is the code that is replaced with the information. To differentiate between the two, remember that a parameter is always placed within either curly brackets “{ }”, square brackets “[ ]”, dollar sign “$”, or even between percentage symbols “%”.


Here are some of the variables that you can refer to in order to make automatic changes:

  • IP address

The browser can detect the IP address of the user. The parameter used to capture IP addresses can be {ip} or {ipaddress}.


If this information is passed on to the program, the data can be cross-matched to the database to learn of any of the following:



Common Equivalent Parameter





Type of Connection (Cable, DSL, Cellular, or Corporate)


The IP address can also detect the following:

  • Geolocation
  • IP host name
  • Area or zip code
  • Approximate coordinates 
  • Known services used by that IP


If the device is GPS-enabled, the location of the user can be pinpointed within about a 10-meter radius. But if it is not (and the user did not turn GPS tracking on), then the approximate location can go as far as a 25-mile radius.


  • Location

Once the IP address is detected, the location of the user can be narrowed down to the country, region, city, or zip code. This is the most commonly used variable and appears in Search Ads, Native Ads, Pop Ads, Push Ads, and more.


The following are examples of macros for location:







  • Weather 

If the approximate location has already been detected, then finding out the weather in the area is not impossible. Some advertisers use this to make their ads more relevant. 

Say for example you are running ads for an eCommerce store that sells fashion accessories. If it’s sunny in the area, it would be a perfect opportunity to display ads for stylish sunglasses.

Some advertisers use the weather condition to adjust their bids on ads accordingly. So following the eCommerce store example, an advertiser would probably increase bids for their sunnies and on a sunny day.


  • Browser

There are different types of browsers available, the most popular of which are Google Chrome, Opera, Safari, Internet Explorer, and Mozilla Firefox. The versions depend on the user’s choice and what’s available for the device being used.

The parameters for this variable are {browser} and {browserVersion}. 

  • Device

Tracking programs are able to detect the type of device the viewer is using. This is because each browser has unique settings and configurations that help programs pinpoint exactly what device is being used. The process is sometimes called device fingerprinting.

The parameter used for this variable is {deviceType}. 


Aside from the device, there are other variables that can be derived from the browser and device settings, which include the following:

  • Device vendor {deviceVendor}
  • Device model {deviceModel}
  • Operating System {os}
  • OS version {osVersion}


  • Keywords

Keywords are used in search engines to help users narrow down search results, which is why PPC ads by search engines benefit from this variable the most. 

The macros for this variable is usually {keyword}, but it depends on the ad network. Sometimes, they have more specific code or formatting. 

Like for example, in Yahoo Gemini, they use {keyword:default}, which means the default keyword will be used if the number of characters of the search term exceeds the character limit of the ad type.

In Google Ads, you can use {KeyWord}, which capitalizes the first letter of every word.


You can use keywords placed in a search box to dynamically change text, images, and other parts of an ad. This information can also be carried over by the dynamic URL to the landing page, allowing the receiving page to modify variable parts with the keyword token.

  • Interest

The user’s interest can also be recorded based on his search history or recent online activities and websites viewed. This can be with the help of cookies stored in the browser, or based on what has been passed on by keywords.

  • Age and Gender

Demographic information is not something that can be gathered automatically. This needs to be inputted by the user for the application to be able to collect this information.


For example, social media networks are able to collect this information by asking their users directly. They ask for the gender outright, and the age they calculate based on the given date of birth.


  • Familial Status

Facebook is very good at collecting familial information since their platform has the means to connect Facebook friends and mark them as family relations. 


Some users voluntarily upload this information by posting updates of celebrations of the birth of their children or parties of family members. Users are therefore tagged as “parent” or “non-parent”. If the platform cannot define whether the user is either one, he will be tagged as “unknown”.

  • Income

Personal or household income can be estimated by traffic providers depending on their search and browsing history. Not all traffic providers offer this, and with the recent restrictions in advertising, some have been altogether banned from collecting this information.

  • Date and Time

There are a lot of ways by which the date and timestamps are recorded. Sometimes, these are included in the click ID. It can also be taken from the browser information.


The time is important for some advertisers as they like offering different services at different times of the day. For instance, have a look at this Twilight Menu created by McDonald’s Singapore. 


This landing page appears as a follow-up to a dynamic search ad looking for McDonald’s menu at night. 



Also, the date and time can be used for limited time offers and flash sales. These variables use the {date} and {time} macros. 

  • Day of the Week

This information is relevant for marketing campaigns that have different offers based on the day of the week. For example, a restaurant may have discounts specific for Friday nights. Although they may advertise all days of the week, they may want to show an ad with increased urgency on the day itself.

Elements You Can Change Dynamically (+ Examples!)

There is an infinite number of ad and landing page parts that you can change dynamically; all you need to do is identify the part you want to replace, install the code, and run the campaign.

As previously mentioned, you can make adjustments in both your initial ads (banners or text ads) or landing pages. 

In Dynamic Ads

An ad is the first one a customer sees and is usually their first encounter with a brand. You can make potential customers trust your brand immediately if it’s personalized.

1. Headline 

This is one of the most common parts of an ad that is dynamically replaced. There are a lot of variables you can use to dynamically change the headline.

      • Using Keywords

In Google Ads, they call this Dynamic Keyword Insertion.

In the image example above, the keyword phrase used to search was “dog groomer”. The ad that shows up is one by JoinHoney, which is a browser extension that helps users find coupons for whatever they intend to buy online. 

The offer is not really a service that is specific to dog groomers or dog grooming, so how in the world did they think about creating an ad for anyone looking for a dog grooming service? They didn’t! They just used dynamic keyword insertion to add the keyword to the ad’s headline.

It is possible that their headline was set-up like this during campaign creation:

{KeyWord} - Watch Your Cart Total Drop


You might also notice that aside from the exact keyword phrase, the first letter of every word is capitalized in the ad headline. This is done with the help of the keyword formatting in Google Ads. If the code used is plain {keyword}, then the headline will display “dog grooming - Watch Your Cart Total Drop”.


      • Using Location

What if your reader is browsing through a content website, and you have an offer that caters to the category of the publishing website, how do you call the user’s attention to your ad? 

Serve him an ad specific to his locality! 

Here’s an example:


As you can see in this dynamic native ad, the image and the ad description are the same; the only difference is the location. 


This ad showed up in Yahoo Gemini, so we can assume that the headline was formatted like this (in keeping with Gemini’s dynamic ad requirements):

{city},{state}: Say Bye to Expensive Solar Panels


      • Using Time and Date

Flash sales and other offers that use the sense of urgency to push audiences to convert have great use for the date and time element.

For the example above, this will work better if the corresponding landing page displays a countdown to midnight on the same day.



The ad above displays the date the ad was shown to the user. 

It is possible that these ads use the date dynamic variable to display the current date and encourage customers to buy immediately before the offer expires. 


In reality, you can use any variable to manipulate the headline text. However, the ones we mentioned above are the most frequently used ones. 

The only possible limit you may experience is the character count, which is why most advertisers don’t even attempt other variables, especially those that can potentially eat up the character limit.


2. Images

The image that goes with your native ad can depend virtually on anything. You can change it based on interest (as recognized by the application on the publishing website), audience demographics (age, gender, estimated income), location, time of day, day of the week, browser or device used, or more.

In short, you can dynamically change the image based on factors relevant to your promotion.

One popular use of dynamic image replacement is for product promotions. For instance, if you are promoting a retail store with products for men and women, you would of course want to display products that are relevant to the user at the time of viewing.

If the program detects the gender of the user to be female, then a product in the female category will be pulled from the feed.

If the program also detects that the user is viewing a site for bicycles, then a product that revolves around the bicycle niche will be pulled.

With a combination of these two variables, the native ad platform will deliver this ad based on the advertiser’s product feed:



If you display the product name but use a generic image of the store, such as the store’s logo, then the customer would likely ignore the ad.


3. Ad Text or Description

Not all ads have the space for descriptions. The most common formats that include an ad description are search ads, push notifications, social media ads, and Google shopping ads, to name a few.

The changes that you can apply here are very much the same as the headline. You can use location, keywords, date and time, age, and more.


As is shown in the ads above, the current date (of when the ad was shown) is displayed. If the offer expires on the same day, then the viewer has only a few hours (or even minutes) to grab the offer before it’s gone. 

Again, making sure that the landing page is consistent with the ad creative is essential for this type of ad to work. You must use the same variables for both the ad and landing page.


4. Combination of Ad Elements

Multiple elements within an ad can be changed all at the same time. Take a look at these solar panel ads from the same advertiser.



As you can see, there are a few things being dynamically changed here: 

  • The image is the most evident one, although we cannot know for sure what variable prompted the change. Based on the theme of the images, we can assume that the change is prompted by the age or gender of the user.
  • The first word or phrase in the headline is the state, attributed to the {state} parameter.
  • The last word or phrase in the headline is the city of the user, attributed to the {city} parameter.

Here’s another example of dynamic native ads, this time coming from the product feed of a popular eCommerce store.



You may notice that these products come from different niches. These ads are displayed on different niche websites that match the ad’s product category. 

For example, the third ad with a headline that reads “Fuel Your Tot’s Love Of Learning With Memory & Focus Games” was found on a webpage that talks about memory games. 

However, there was no mention of being a parent on the site. We can then assume that the interest (memory games) was matched to the user’s demographic (parent), hence the network delivered this relevant product ad.

In order for this to succeed, you must upload product feeds to your advertising platform. We will talk more about Product Feeds later.


In Dynamic Landing Pages

There are dozens of elements within a landing page that you can change dynamically. Combine them all and you’re looking at hundreds of landing pages within one campaign!

However, it is not advisable to make every element change dynamically. You must set a limit by which the changes are still viable and sound (unless if you’re using a product feed).

Before using Dynamic Replacement in landers, make sure that you have mastered how to create landing pages that convert like crazy.


Here are some of the most common parts that are dynamically replaced in an ad. 

1. Landing Page Headline

This works very much like changing certain parts of an ad headline. The macros in the URL passes on the information they have gathered from the click to the landing page.

The difference between the ad headline and the landing page headline is that there is no character limit when it comes to landing pages. You can make your lander headline as long as you want.

In fact, a lot of advertisers put a lot of information in the headline to quickly capture the attention of the user in one go. This is evident in LPs for pop-up or pop-under traffic, which detects dynamic variables based on cookies.


Let’s take a look at some examples.


The landing page above is for Apple mobile devices, as can be noticed with the use of “App Store”. 

There are two parts of the headline where dynamic replacement is used, as pointed out by the arrows. 

  • The first one is the carrier name, “Global Carrier”, which is automatically filled-in based on the information from the IP address.
  • The second one is the IP address itself, displayed at the end of the headline.

The landing page headline during page creation has been crafted in this manner:

{mobileCarrier} Knows what you're watching by your IP Address: {ip}


Here’s another example, this time a desktop-focused landing page.



Let’s focus on the headline for now. As you can see, two parts of the heading can be changed dynamically:

  • The first dynamic replacement occurs at the beginning of the headline, changing to the city of the user.
  • The second dynamic replacement occurs in the middle of the headline, changing based on the keyword phrase the viewer used in a previous search.


With the dynamic code, the headline can be written like this:

{city} Doctor Discovers Shockingly Simple Way To {KeyWord} Without Diet or Exercise


2. Images

You might change some of the text in the headline and the content, but if the text doesn’t match the image, you would lose your potential customer’s trust. The images have a big impact on building the reputation of the brand. 

The most commonly used variables when changing images include the user’s demographic (age and gender), and location.

Have a look at the two landing pages below:


LP 1



LP 2



Let’s focus on just the images. Did you notice that the content, the title/headline, and the caption beneath the images are exactly the same? The rest of the content of the lander is also a carbon copy of each other.

Only the images were replaced. The first one features Caucasian males, the second one features Asian males.

Some advertisers upload several images for the same ad as they are testing which works better. 

However, they do not create one campaign for a specific landing page. No, they don’t as that will take a heck of a lot of time. 

Instead, they set up dynamic variables within the LP, so that whichever image appears on the ad creative, the same will appear on the lander. This is for consistency purposes.


So by these two landing pages above, we can make an educated guess that the first one is linked to an ad displayed in western countries, while the second one is linked to an ad displayed in Asian countries.


Now let’s take a look at these two landing page variations by Booking.com:

The user searched for “hotels in Jersey City” and “hotels in New York” separately. The ad text and landing page both adjusted to the keywords used in the search. But did you notice that the background image also changed? The one on the left shows the skyline of Jersey City, while the one on the right shows the busy streets of New York.

The images within the content are not the only ones changed dynamically. The same can be done on images that are used for the background. 


For example, the advertiser is promoting a chain of hotels, but the business uses only one landing page for prospective visitors. If there is any indication of the user’s choice of hotel location (via keyword, perhaps), then the corresponding landing page will use an image background of the user’s preferred one.


3. Body Text 

Whether you are writing long-form content or short-form content, there is a whole lot of items you can dynamically change within your copy. In fact, you can actually use almost all available variables! 

There is enough space for what you need, and you can customize your landing page to almost anything. But then again, just because you can doesn’t mean you should. You must first figure out which parts of your content matter most to your audience; these are the ones you must focus on. You can figure this out with the help of heatmaps.


Let’s have a look at some examples of dynamic replacement within the content body:

  • Date variable

Here’s a Bitcoin Era landing page utilizing the day of the week and date dynamic variables to create a sense of urgency.



  • Country variable

Here’s a piece of content from a hearing aid landing page, wherein the country name is dynamically changed based on the user’s location.

  • Time variable

Similar to the date variable, the time variable is used for urgency. Usually, the landing page has a countdown to a specific time to match what is mentioned in the ad creative.

For instance, you said the offer is valid only until midnight. It would make sense that when the user visits the landing page, this time limitation is reinforced.



A side-note: some people use the countdown without a need for the dynamic time variable as that makes things so much simpler. It all depends on you whether you want to utilize the time stamp for the countdown or not.


4. CTA Button

You might think that call to action should be the same for all landing pages. But this is not so for certain offers.

Let’s say you are promoting a real estate business. Here are two possible CT’s you may want to use:


LP 1


LP 2

As you can see, the first one shows “Schedule a Site Visit”, while the second one shows “Get a Virtual Tour” in the CTA.

The advertiser is selling a home that is located in Los Angeles, California. If a user from Los Angeles sees the ad and goes to the landing page, the advertiser’s goal is to have that person visit the home personally so he can seal the deal.

But if a user from New York City visits the ad, the advertiser can’t expect that person to fly all the way from New York to California, right? Instead, he can offer him a virtual tour of the place, which is the basis of the change in CTA.

It all boils down to providing the most convenient way for an audience to flow through your marketing funnel and become a full-fledged customer.


Advantages of Dynamically Changing Ads

Dynamic ads sound awesome, yes? However, is it worth the effort to learn about this and set one up for your own campaigns? If you’re not yet convinced, here are some of the reasons why you should try it out:


  • To give your customers a localized experience.

People are more likely to click on ads for products or services offered within their area because it is more convenient.

Have a look at this ad on solar panels:

People from Rock Hill, South Carolina will likely choose this ad over one that does not include their town or city simply because they will doubt whether this kind of offer is actually available in their area.

They might think it will just be a waste of time to click on the ad and read through the offer only to find out it is not offered in their location. In a sense, it gives them the assurance that their time will not be wasted.


  • For a Personalized Experience

Make your ad personal for the viewer and it will call to them like a pirate being drawn to a siren in the sea. You know what they want and you can give them what they want; that is the message that a personalized ad sends to your customers.


  • Reduce consumer’s decision process

The moment the consumer sees your ad, a decision has to be made. Should he click on your ad or someone else’s? When he arrives on your landing page, he makes a few more decisions: should he keep reading, should he watch the video, should he click on the button telling him to get that trial now?

If your ad or landing page is not tailor-made to the customer’s needs, there will always be an extra step for him to take. He would have to search for the exact item he is looking for, he would have to search for an offer that’s available in his location, and more. 

If you make it easier for your customer to decide, you make it easier for your marketing campaign to convert.


  • Smoother Transition from Ad to Landing Page

With dynamic replacement, you can ensure consistency from your ad to your landing page. Whatever keywords or location your customer indicates, even the images you used, can be made to match. 

This way your customer won’t think that he landed on a different page, effectively preventing him from bouncing off the page. Message matching is very important when it comes to moving audiences from one part of the funnel to another.


  • Imply that Offers are Real-Time

Let’s face it: you may be adding countdowns and limited-time offers to what you’re selling just to create a sense of urgency. You can make this more believable by dynamically filling out the dates.

Also, adding dates can make the advertorial relevant to the customer right now because it is recent.

  • Imply Exclusivity

If only a handful of people in your area are being given this offer, you’d want to jump in on the opportunity right away. Humans have an overwhelming need to be part of something special, and getting an exclusive offer feeds this need.


  • Less Effort

The effort in creating dynamic ads is so much lesser than the amount of work it takes to create a dozen or more ads and landing pages. All with the same output!


  • Save Time 

How long will it take you to manually create ad variations and landing page variations? Creating dozens of them might take you the entire day. Creating hundreds maybe at least a week.

With dynamic ads, you just need to set one up, use the dynamic parameters for both ad creative and landing page, and you’re done! 


  • Save Money

Not only will you save time, but money as well. First off, you will save on the cost of hosting your landing page. Instead of hosting hundreds, you only need to host one. 

If you are working with a landing page builder that limits the number of pages you can create, then there won’t be a need for you to buy an expensive plan just to host them all.

Secondly, you won’t have to pay for someone to create the dozens of landing pages for you. Just one is enough. Or if you create this yourself, you’ll save on money as well, because your own time is worth money!


  • Prevent Ad Blindness

Audiences are so used to ads, they automatically ignore them. But if the ads include something familiar, something they are looking for, something they are interested in, then it will capture their attention.


  • Lesser Marketing Clutter

Managing fewer campaigns allows you to filter out what is non-essential. Optimizing ads can be a lot easier if there are only a handful of them. Furthermore, if your ad network has an optimization program, then you can quickly find the best performing ad and landing page combinations.


  • Better Marketing Performance

 All these points above lead to an increase in ad engagement. This means:

And most of all, when you put these things together, you’ll notice an increase in ROI.


Product Feed for Dynamic Recommendations

Can you imagine an advertiser having to upload millions of products and ads and choosing specific niche websites for each one? Even Amazon won’t do that! They will just let a smart program do all the work for them with the help of a product feed.

Even if you only have a dozen products or offers, creating a product feed helps you automatically display the right product at the right time. 

Linking a product feed to your dynamic ads allows you to display relevant offers the moment the user seeks them, increasing your chances of getting a sale.

This is very useful for remarketing campaigns, as well as for directing customers to the next part of a marketing funnel.


Dynamic Replacements in Native Advertising

You’ve finally decided to use dynamic ads in your native promotions. The question is, is it available in your ad network? Here are some native ad networks that have this feature. 

1. RevContent

This native ad network can capture the user’s IP address, and from this, detect other variable information. In RevContent, variables are limited to geolocation. The exact variables you can use are the following:


Parameter syntax







2. Taboola

This ad network provides more variables for dynamic keyword insertion, which means you can customize your Taboola ads more. Only the titles can be dynamically replaced though, not the image.

The following are the variables available in Taboola:


Parameter syntax










DMA (Designated Area Market)



Device (Platform)



Day of the Week



The codes “capitalized” and “uppercase” are capitalization types. Using capitalized will display the first letter of the keyword or keyword phrase in capital letter. Using uppercase will display all the letters in capital letters.

Make sure to follow the code format exactly, else your campaign will not run properly. Also, to pass these variables on to your landing page, make sure to set up your URL tracking link correctly based on your landing page’s requirements.


3. Yahoo Gemini (Verizon Media)

When it comes to Yahoo Gemini, you can add dynamic keywords to both the ad title and ad description. The ad title has a 50 character limit, while the description has a 150 character limit.


Parameter syntax





State Abbreviation




Country Abbreviation



The time variable is very useful for when having a flash sale or a countdown.

Since the headline character count is shorter than most, it would be best to revert to the state and country abbreviations. It is also possible to have a default text that the dynamic variable will revert to in case the text replacement is too long for the title.

Keep in mind, though, that if Gemini cannot identify the user’s location, then your ad will not show up.

If you want to run dynamic product ads in Gemini, then you can create a product feed within your Verizon Media ad account. The file format you can use includes csv, tsv, txt, xml, or rss.


4. Content.ad

This ad network’s headline length is a bit short as well, allowing only 60 characters. You must therefore consider the areas you will target when using dynamic keyword insertion so that your ad title will not be cut off unexpectedly.


Parameter syntax







Zip or Postal Code


5. Outbrain

Creating dynamic ad titles is also possible with Outbrain, but only if your ad is in any of the following languages:

  • English
  • French
  • German
  • Japanese
  • Portuguese
  • Spanish

If your ad isn’t in one of these languages, the dynamic variable will revert to English. 

The following parameters can be used:


Parameter syntax







Day of the Week


When using the Day of the Week parameter, it is possible to shift the day to a different one based on the day the user views the ad.

For instance, you want to add a sense of urgency to your ad by saying the sale or discount expires two days from the current date. Of course, if your campaign is running continuously, the day of the week will change from one user to another.

What you can do is use the Day of the Week variable and add the following syntax: “+1”, or “+2”, or “+3”, up to 6. Your ad title would therefore be created like this:

Sitewide Sale! 50% off until ${dayofweek+2}$ only


So if today is a Wednesday, your ad title will show up like this:

Sitewide Sale! 50% off until Friday only


Make sure to include a countdown to the moment your sale “ends” in your landing page to add consistency.


6. Brax.io

Our platform is not an ad network, but a native advertising management platform. If you’ll be using Brax to upload, edit, and manage ads, you need to be able to do here what you can do in your individual ad networks, right?



The good news is that all dynamic variables that you can use in respective traffic providers can be used here, too. Just make sure to follow the correct syntax as indicated above based on the network you will upload your campaign in.

Final Thoughts on Dynamic Ads

A dynamic ad is not magic; it is powerful and intuitive advertising. You can make dozens up to thousands of ads in a matter of minutes, simply by using a combination of dynamic variables. 

Think about the amount of time you can save if you want to split test ads or if you want to promote your entire catalog with accuracy. No less than experts in the marketing field use them! 

Learning how to utilize dynamically changing ads may be daunting, but all the effort is worth it the moment you see your CTR, conversion rate, and ROI increase. 

But as with any marketing technique, you need to plan it carefully and strategically in order to find success.


If you need any help setting up dynamic ads for native advertising, don’t hesitate to reach out to us at love@brax.io. While you’re at it, try Brax’s 15-day trial. You’ll be surprised at how much easier it can be to manage native ads across multiple channels all in one dashboard.