At Butler/Till, we’re committed to staying ahead of the curve in data-driven and programmatic advertising. That’s why we recently attended the MediaPost Data & Programmatic Insider Summit, an exclusive gathering of senior marketers, media buyers, and industry innovators. Over the course of fireside chats, panels, and roundtables, we engaged in conversations that challenged the status quo and explored the strategies shaping the future of our industry.
Please find our key takeaways below, highlighting the trends and insights we believe will matter most for our clients and partners.
- AI as an Efficiency Driver – AI is advancing and can streamline workflows, but it remains in a “polished state.” Human expertise is still essential to truly understand client needs. AI should be seen as an enhancer of processes, not a replacement for people.
- Evolving Brand Safety – With more bid stream signals available, brand safety strategies must keep pace. Foundational practices like monitoring ads per page, collision rates, and MAF are table stakes. As technology evolves, agencies can better pinpoint premium inventory, and those with a clear vision will stand out in delivering quality media.
- The Programmatic Boom – Growth in programmatic creates new opportunities, with training, collaboration, and innovation as the key pillars for success. Programmatic knowledge must extend beyond specialist teams as the industry moves from managed service to programmatic-first deals. Teams that embrace change and foster cross-functional collaboration will gain a competitive edge.
- Sustainability in Programmatic – As concerns rise around AI’s carbon footprint, sustainability has become a key focus in media buying. Agencies are turning to Green PMPs to avoid high-emission sites, but leading players are pushing further. Butler/Till has emerged as an industry leader, developing SPO strategies that prioritize direct inventory and pioneering tools like Scope3’s brand safety solution. By proactively building an omni-channel sustainability approach, Butler/Till continues to balance performance with its B-Corp commitment—proving that sustainability is not just a trend, but a core pillar of the future of programmatic.
Overall Takeaway: The programmatic industry faces shared challenges, but with those challenges come opportunities to innovate in a rapidly evolving landscape. Success will belong to those willing to adapt and embrace change. At Butler/Till, our focus is on strategically evolving to ensure clients consistently receive the strongest media plans. Looking ahead to 2026, Butler/Till will continue to lead conversations around the most pressing issues shaping the advertising industry.
Contributors: Nick Morticelli
