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.
Ad tech glossary
Dynamic Budget Allocation
Technical definition
Real-time adjustment of media investment across channels and tactics based on performance data and optimization algorithms.
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