Is this programmatic advertising?

No, it's the production. DCO is about creating and adapting the content itself using data; the distribution can then take place through your regular channels.

Programmatic is about how the media space is bought. DCO is about what is shown in it: image, headline, offer, and format are adapted to the recipient, location, and occasion.

The two work well together, but one can be used without the other. We build the production so that it works in the channels you already have.