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# Dynamic Budget Allocation
- URL: https://www.adlingo.org/glossary/dynamic-budget-allocation/
- Published: 2025-01-15T11:08:00.000Z
- Updated: 2025-01-15T11:08:00.000Z
- Description: Real-time adjustment of media investment across channels and tactics based on performance data and optimization algorithms.
- Author: Travis Lusk
- Tags: Agencies & Holdcos, #glossary, #Import 2026-10-27 17:05

Shifting budget between channels in real time based on performance signals rather than holding to a fixed plan. The logic is sound: money should follow results. The execution requires clean measurement, agreed-upon signals, and a governance model so the algorithm isn't reallocating based on last-click metrics in a multi-touch world. Automated reallocation is only as good as the performance signal driving it.