Digiday Daily

December 09, 2025

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PMG has taken a swing at one of the knottiest pasts of modern media buying: CTV. The independent agency has built its own buying platform, pulling a crucial layer of programmatic machinery in-house as marketers grow louder about the opacity and nebulous plumbing that define CTV.

The platform, called Alli Buyer Cloud, sits inside PMG’s broader operating system Alli. It’s currently in alpha testing with three clients and the agency is intentionally taking its time.

TOP STORY

The Programmatic Marketer

‘A trader won’t need to leave our platform’: PMG builds its own CTV buying platform

The platform, called Alli Buyer Cloud, sits inside PMG’s broader operating system Alli. It’s currently in alpha testing with three clients.

OTHER THINGS TO KNOW

As AI evolves from automation to autonomy, marketers are rethinking how campaigns run and how marketing organizations operate. Virgin Money is using AI-driven audience optimization so its agency team can focus on strategic tasks — all while reaping the rewards of improved performance as noted by its agency partner, mFuse. Partner insights from Quantcast.
During Q5, CPMs decrease while cost-per-action reaches pre-Black Friday levels, according to internal data from Meta. Partner insights from Meta.
Consumer attention is at its peak post-purchase, and savvy brands are using the moment as an opportunity to capture revenue. Partner insights from Fluent.

MEDIA & PLATFORMS

Marketing on Platforms

Why 2026 could be Snap's biggest year yet - according to one exec

Snap’s senior director of product marketing, Abby Laursen talked to Digiday about its campaign automation plans for 2026.

Generative AI

WTF is AI citation tracking?

Publishers are tracking AI citations to understand visibility, attribution gaps and referral traffic in these tools and platforms.

A MESSAGE FROM CRITEO

Make every ad, offer and moment feel like discovery, not noise

Shoppers say online shopping can feel dull — uninspired, fragmented and short on surprise and delight. To create richer, more memorable experiences, brands and retailers are upgrading their advertising with commerce intelligence. Lift every shopping moment with AI trained on commerce and built to match every shopper with the right products, right when and where it matters most.

Learn more

PARTNER INSIGHTS FROM ADTSRA

Making identity more accessible to challenger brands

Even many of the most successful challenger brands are stuck with siloed data and rented identity, lacking the 360-degree customer view they want.

MARKETING

Marketing in Sports

Nexxen is latest programmatic player to widen TV's live sports window

The DSP/SSP company wants to make it easier for buyers to funnel budgets from smaller brands into live sports TV ad avails.