Broader operational challenges and the costs involved could be potential hindrances to this.
This article cites a report by MediaLink and WARC for which 761 brands, media owners, tech vendors, agencies, consultancies were surveyed. The study revealed an “industry-wide feeling of permanence” in favour of in-housing.
Globally, 34% of marketers are looking for more in-housing across all ad areas in 2020. This is being driven by rapid growth of data and technology, accelerated digital transformation at brands versus agencies among other factors.
However, when it comes to managing adtech and programmatic buying, 38% of respondents task their media agencies, and 30% look in-house. Only 17% of participants reported managing via a hybrid model.
[5 minute read]