Lego is building out an in-house programmatic team

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. Advertisement 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 Panelists at 4As Gaming Day underscored that the term "gamer" feels increasingly outdated and often unnecessarily creates distance between people and the behaviors they already participate in daily.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? Advertisement 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 Why domain names are a key marketing tool in the AI era The era of traditional search is changing. AI is reshaping how consumers discover brands online. As a result, businesses are rethinking every element of their digital strategy, including domain names. DIGIDAY + Member exclusive Future of TV Briefing: How AI agents prime TV advertising for 'premium automation' This week's Future of TV Briefing looks at how agentic AI can enable TV networks to automate the sales of complex linear TV ad packages. 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