Great article and insight into creative ad development. It breaks the creative ad process into 3 categories - localization tools, personalization tools and optimization tools. Localization represents the most basic level of dynamic creative--ads that update in real-time to match the user s location, the local weather, the time of day and so on. Personalization takes this one step further--ads that update to match the consumer s personal attributes: age, gender, buying history, online and offline activity, and so forth. This is where first- and third-party data kicks in. Then there s optimization. Here we re talking about tools that can help brands and agencies automatically test creative and determine in real time which creative is most effective for a given customer. These tools aren t mutually exclusive. In fact, they are most effective when used in tandem

See how you can get greater conversion with the test and target tool from omniture. Basically it let's you let's you see what content and geographic audience converts for you.

If you've got two ads that have different click-through rates right now, how sure can you be that those ads will perform differently in the long run? Enter your clicks and CTR's for each ad in the spaces below, and SplitTester will tell how how likely they are to have different long-term results.

Split testing and usability testing are probably the fastest ways to improve the profitability of your website. If you are not spending time on these two things, your web business is much less likely to succeed.