Many advertisers wish to show different ads to different customers; for example, Prostarr Sportswear might wish to show a woman's polo to a woman and a man's polo to a man. Dynamic creatives can refer to having a few different creatives and choosing the most appropriate one for the user through some automated means such as audience cohort creation, or creating new creatives on the fly based on products the user has browsed in the past or some other components. An advertiser might also wish to serve dynamic creatives that change based on frequency and recency or other non-user-based criteria.