#programmatic-buying

#programmatic-buying

Lego is building up an in-house programmatic media buying team and hiring programmatic experts in the United States and Denmark. It's among several advertisers currently deepening in-house media benches. The brickmaker advertised for five programmatic roles during January, including positions for a global programmatic media manager, programmatic media associates and media planning associates. The hires are a sign that the company is further developing the in-house media unit it first established in 2024.

Going into the Consumer Electronics Showcase, there are a few things you expect to see every year when you enter the main convention center show floor - like dancing robots, for example. (Bonus points if they don't fall down .) At C-Space, which is the convention's digital advertising hub, the innovation might be a little less eye-grabbing (and, hopefully, less laugh-inducing.) But for marketers, there's still a lot to take in. Heck, some of it might even be useful!

"Investors as well as brands have had the realization that a somewhat tech enabled agency didn't enable a true level of scale that the brands needed," said Leopold. "If you look at like the 10-ish billion dollars of brand direct to creator spend, that's very constrained. It's less than 2% of the $800 billion of digital media spend running through platforms."

For decades, 'primetime' has been a familiar concept to advertisers: the moment when audiences gather, attention peaks, and impact follows. Yet in digital out-of-home (DOOH), the idea of prime time is still a new and unexplored concept. Traditional DOOH planning relied on fixed schedules and average audience estimates, assuming exposure was relatively constant. But the real world doesn't work like that. People move in rhythms, not averages.

"Despite strong growth in podcast listenership, many marketers still see the channel as complex and hard to understand," Acast asserts. "Ads Academy aims to remove that friction by providing structured, flexible training that covers everything from ad formats and creative to targeting, programmatic buying, and measurement." The curriculum provides two on-demand courses, free of charge, designed to build the knowledge and skills which help plan and implement a podcast advertising campaign.

The Trade Desk has emerged as a leading buy-side digital advertising platform, using data-driven strategies to improve ad efficacy and programmatic buying.

The advertising industry continues to buy connected TV the wrong way, transferring one-to-one programmatic logic from display and online video into a household screen.