DigitasLBi has strengthened its programmatic offering with the appointment of Emily Macdonald as head of programmatic.

In the newly created role Macdonald will help to further develop DigitasLBi’s programmatic capabilities across the whole agency, helping its clients to navigate the ad tech landscape in order to gain competitive advantage.

Having spent 18 years working in digital media and ad tech, Macdonald has held positions at the likes of WPP, News UK and Microsoft. Most recently, she spent two years working as an independent consultant, advising Ebiquity and Global Radio on digital technology and data investments.

Discussing her appointment, acdDonald said: “Joining DigitasLBi gives me a fantastic opportunity to further my agency-side experience, working directly with clients to translate and deliver true value from programmatic solutions.”

Paul Dalton, chief media officer at DigitasLBi added: “More than ever, our clients are looking to us to help them drive commercial advantage through the development and deployment of programmatic solutions.

“As the number of solutions available to brands grows exponentially, Emily’s breadth and depth of experience make her the right person to help further develop and lead our existing programmatic offering internationally. She has a rare combination of tech and business acumen, enabling her to translate tech need into real.”

Macdonald will report to Paul Dalton, who joined the agency as chief media officer, international in 2015.