Dynamic creative optimization for effectively delivering content

A non-transitory computer-readable medium comprising computer program instructions, the computer program instructions when executed by a processor of a computer device causes the processor to perform the steps including:

• receiving, from a content provider, a plurality of creatives to be included in a content item to be presented to a target user, each creative of the plurality of creatives having a type and a plurality of creative features;
• identifying an opportunity to present a content item to the target user, the target user being described by one or more user features;
• for each creative of the plurality of creatives:
• obtaining the plurality of creative features associated with the creative;
• applying a trained creative model to the creative based on the plurality of creative features associated with the creative and one or more user features of the target user;
• and
• generating a prediction score for the creative based on the application of the trained creative model;
• ranking a subset of creatives of the plurality of creatives based on the prediction scores of the creatives in the subset, each creative in the subset of creatives having a same type;
• selecting an optimal creative for each type of creative based on the ranking;
• and
• generating the content item for the target user, the content item comprising one or more the selected optimal creatives.