88% of UK brands have moved programmatic ad buying in-house

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 25, 2019, 9:00 AM UTC

The IAB reports that brands in France, Germany, Italy, Spain, and the UK are fully or partially moving programmatic in-house, based on a survey of 950 brand representatives.

An Interactive Advertising Bureau (IAB) report finds that 48% of UK brands have completely and 40% have partially moved programmatic ad buying in-house. Additionally, 88% of brands in France, 89% in Germany, 86% in Italy, and 78% in Spain have done the same.

The research found that this in-housing will allow brands the strategic control required for faster growth. Some brands are looking to expand programmatic beyond display and plan to add functions like search, digital video, and social to their in-house capabilities.

A challenge brands face while developing in-house capabilities is the disconnect while planning and executing cross-channel strategies through different advertising channels and across media. Another challenge is staff shortage which is causing brands to use media agencies for optimisation, placements, and result reporting.

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