Observed Signal · Jul 16, 2026 · Hiring · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Programmatic Media Buying Market: Georgia‑Pacific Builds In‑House Programmatic Team
Georgia‑Pacific spent nearly four years building an in‑house programmatic media operation to gain transparency and control over digital spend. Javier Bustillos, who runs national media and marketing analytics for Georgia‑Pacific brands, led a phased rollout that began with a single brand and channel as a test. The company consolidated programmatic spend with a small group of partners (using Yahoo as its primary DSP and supplementing with Google DV360, The Trade Desk and Amazon), requires log‑level data and contracts regular media audits. OMD remains media agency of record for holistic strategy and TV, while the in‑house team focuses on programmatic buying, search, social, MMM, A/B testing and sales‑lift analysis. CTV buying remains a work in progress, so a hybrid in‑house/agency model persists.
Provides a detailed, multi‑year case study of a major advertiser building in‑house programmatic capabilities, highlighting vendor selection, contractual transparency (log‑level data), MMM cadence and a hybrid agency model — useful examples for other marketers considering in‑housing.
Wichtigste Kernpunkte & Evidenz
- Georgia‑Pacific built an in‑house programmatic media operation over nearly four years.
- Javier Bustillos runs national media and marketing analytics for Georgia‑Pacific brands.
- Georgia‑Pacific consolidated programmatic spend and uses Yahoo as its primary DSP for national buys, with Google’s DV360, The Trade Desk and Amazon in the mix.
- OMD has been Georgia‑Pacific’s media agency of record since 2020 and continues to lead holistic strategy and TV buying.
- Georgia‑Pacific requires log‑level data from partners and includes regular media audits in contracts; the in‑house team runs marketing mix modeling twice a year with plans to move to quarterly.
Verknüpfte Unternehmen
6 verknüpfte UnternehmenAccess Intelligence
Ein führender US-amerikanischer B2B-Medien- und Event-Konzern, der hochspezialisierte Fachzielgruppen in den Bereichen Marketing, PR, Medientechnologie und kritische Infrastruktur monetarisiert.
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Amazon
Globale Commerce-, Cloud-, Advertising- und Abonnement-Plattform.
“It uses Yahoo as its primary DSP for national buys, with Google’s DV360, The Trade Desk and Amazon in the mix depending on the campaign....”
Yahoo
Consumer-Medienplattform mit eigenen Zielgruppen und hochentwickelter Advertising-Technologie.
“To make its dollars go further, Georgia‑Pacific consolidated its programmatic media spend with a small group of partners. It uses Yahoo as i...”
OMD
Globales Media-Agenturnetzwerk für kanalübergreifende Mediaplanung, programmatischen Mediaeinkauf und datengestützte Kampagnenstrategien.
“OMD, Georgia‑Pacific’s media agency of record since 2020, still leads holistic strategy and planning, Bustillos said, and handles the work w...”
The Trade Desk
Unabhängige DSP für das kanalübergreifende Programmatic Advertising im Open Internet.
“It uses Yahoo as its primary DSP for national buys, with Google’s DV360, The Trade Desk and Amazon in the mix depending on the campaign....”
Suchmaschinen-, Video-, AdTech- und Cloud-Gigant innerhalb des Alphabet-Konzerns.
“It uses Yahoo as its primary DSP for national buys, with Google’s DV360, The Trade Desk and Amazon in the mix depending on the campaign....”
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