Digiday Daily

February 04, 2026

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.

TOP STORY

The Programmatic Marketer

Lego is building out an in-house programmatic team

The Danish advertiser is hiring for programmatic roles to flesh out paid digital unit. But it’s not the only brand deepening its in-house bench.

OTHER THINGS TO KNOW

Discounts are like empty calories — revenue without positive contribution. A unified incentives marketing strategy aligns internal teams around a shared strategy to build customer lifetime value and increase profits. Partner Insights from Talon.One.
Broad-based TV often suffers from inefficient oversaturation, reaching a ceiling in effective reach. By reallocating a portion of their existing budget into highly effective podcast advertising, advertisers unlock substantial and measurable performance gains. Partner insights from NPR.
Panelists at 4As Gaming Day underscored that the term “gamer” feels increasingly outdated and often unnecessarily creates distance between people and the behaviors they already participate in daily. Partner insights from Activision Blizzard Media.

MARKETING

Marketing in Sports

Here’s what else a $8M, 30-second Super Bowl budget can purchase in 2026

Digiday once again takes a look at what $8 million can afford a buyer elsewhere elsewhere in the media landscape.

PARTNER INSIGHTS FROM NEXXEN

More industry players are staking their claim to first-party data

First-party data offers publishers, commerce media networks and social platforms deeper insight into their audiences for targeting and measurement.

Brands in Culture

ICE has become a national issue for Target

More groups and activists outside of Minnesota have also been calling out Target’s relative silence on ICE activity in its home state.

PARTNER INSIGHTS FROM PADQUAD

How marketers are recentering ad quality and relevance

Now that campaigns can accommodate mid-flight changes — adjusting visual sequences, calls to action or tone based on audience engagement — advertisers can treat creative as a dynamic asset, not a fixed deliverable.

MEDIA & PLATFORMS

The Creator Economy

The Rundown: What YouTube creators should expect to change in 2026

YouTube has big changes slated for 2026 across AI content, Shorts, YouTube TV, and more – what does it all mean for creators?

AI Revenue Generation

Q&A: Nikhil Kolar, vp Microsoft AI scales its 'click-to-sign' publisher AI content marketplace

What started with a limited group of publishers and Copilot as the first customer is now evolving into a more scalable model, with Microsoft testing how pricing, access and compensation might work as usage grows.

PARTNER INSIGHTS FROM NAME.COM