Georgia-Pacific builds in-house programmatic team to centralize media data desk

This move signals a shift in the CPG sector toward hybrid operating models that prioritize direct technical control over digital performance while outsourcing high-scale, relationship-based buying. For ad tech vendors, the requirement of log-level data 'up front' sets a demanding standard for transparency that smaller manufacturers may now emulate. The retention of OMD for CTV and linear TV highlights an ongoing capability gap for in-house teams in managing fragmented television inventory. Watch for Georgia-Pacific to attempt a 100% transition of CTV buying in-house as programmatic guaranteed models mature.

The push for in-housing programmatic functions reflects a broader industry trend toward supply path optimization (SPO). Per Digiday, December 2025, Georgia-Pacific recently used tools like SWYM.ai to reduce its number of active SSPs by roughly 70%, prioritizing direct paths to publishers to improve media effectiveness. This drive for control aligns with findings from the ANA’s 2024 Programmatic Transparency Benchmark, which noted that advertisers enforcing strict quality and transparency disciplines achieved a 22% increase in overall ad spend productivity, reclaiming billions in previously wasted media value.

CPG brands are also increasingly integrating programmatic buying with retail media networks (RMNs) to close the loop between media exposure and in-store sales. Per Yahoo, February 2026, CPG advertisers are using real-time Circana purchase data within DSPs to optimize campaigns in-flight, driving reported ROAS lifts of up to 20% in the second half of campaign cycles. However, talent retention remains a significant hurdle; the ANA reported in early 2026 that in-house teams often face an 'operational plateau' in their second year due to high churn among specialized programmatic traders who are frequently recruited away by major tech platforms.

Technologically, the role of AI in media buying is accelerating this transition. By May 2026, eMarketer projected that programmatic would represent 71% of all CTV ad inventory, driven by the emergence of 'agentic' workflows. These AI-driven systems allow in-house teams to manage complex bidstream data that once required large agency departments. As major streamers like Netflix and Disney+ further automate their ad tiers, CPG leaders are consolidating their tech stacks around a few 'house of data' platforms to maintain consistent consumer narratives across social, search, and streaming video.