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

December 09, 2025 Presented by 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. Advertisement 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. Advertisement The Programmatic Marketer The case against AI agents for programmatic ad buying Hallucination and latency are two main reasons against incorporating AI agents in programmatic ad buying, though there's still a place for AI agents in programmatic workflows. PARTNER INSIGHTS FROM NEXXEN It's time to stop overlooking first-party data from publishers and platforms First-party data isn't just an asset for brands; it's an asset for every stakeholder in the media landscape. PARTNER INSIGHTS FROM TINUITI How marketers are learning to accept that waste happens and turn it into growth A lot of marketing waste is a result of playing it safe and repeating what worked last quarter without questioning whether it's still earning its keep. DIGIDAY + Member exclusive Ad Tech Briefing: Platforms' measurement transparency moves into view Zefr plans to make viewability free to advertisers in the industry's walled gardens amid growing calls for more thorough verification. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy