Many advertisers wish to show different ads to different customers; for example, an advertiser might wish to show rain gear to people who live in rainy climates and sunblock to those who live in sunny climates. Dynamic creative refers to having a few different creatives and choosing the most appropriate one for the user through some automated means such as audience segmentation or based on frequency and recency. Many platforms have rules about how much creatives can vary within the same placement – for example, there may be limitations on rotating brands.