Dynamic creative optimization, the latest piece of the advertising supply chain to go programmatic, remains a hot industry topic -- especially since Adobe Systems acquired DCO technology from Collective.
The latest rumor has Google shuttering DoubleClick's dynamic creative optimization and rich media service. Not true -- but the service will go through a few changes, according to a Google spokesperson.
The changes do not include phasing out account management, and the service will not transition to a self-serve model. Google DoubleClick is changing the way it handles creative development, per Google.
Google's move toward programmatic could lead to some confusion about the transition.
"We're continuing to invest in DoubleClick rich media with best-in-class technology and service," the spokesperson said. "While the product itself is not changing, earlier this year, we let some clients know that we'd be making changes to how creative development is managed. We're working with all partners affected by this change as they make the transition."
Agencies will manage the relationships and provide support to brands. Google will refer brands to digital creative agencies to create the actual campaigns, because they are the experts, per another source.