Friday: Develop a Dynamic Creative Policy The idea behind dynamic creatives is simple--create a hassle-free solution whereby an affiliate website would always display the most updated and relevant merchant's cre- ative. So, a creative becomes "dynamic" when it self-updates on the affiliate site every time an affiliate program manager updates it on the merchant's end. The code that the affiliate uses remains the same, but the image is swapped on the merchant's side. Let's look at two examples of how this works: deals and seasonal banners. In the first example, you can decide to offer time-limited deals through your affiliate program. These can refresh with whatever frequency you want: hourly, daily, weekly, biweekly, and so on. Every time your offer changes, you replace your existing "dynamic deal banner" (reflecting the most up-to-date information on what's on sale) and a new landing page link. Affiliate websites that use your dynamic "deals" creative instantly reflect the change and start serving the new banner to their visitors and land- ing them on the new appropriate web page. 126 I V E I N V E N T O RY The Global Market If you ship/sell globally, remember to focus your dynamic creatives on the global market as well. You may know that Thanksgiving Day is celebrated on different days in Canada and the United States (second Monday in October and fourth Thursday in November, respectively), but did you