An IAB report found 69% of US brand marketers have either completely or partially moved their programmatic media operations in-house.
With 2020 forcing brands to re-evaluate the client/agency relationship, marketing and advertising professionals have been actively considering “in-housing” their digital media capabilities. The benefits of maintaining control of all data assets and driving operational efficiencies have been pushing companies in this direction.
To be successful with the in-house efforts, brands must consider beyond core media planning and buying competencies. They should embrace the New Media Value Chain, including multiple data capabilities, technology platforms and content management.
Examining and reconsidering existing tools and technologies can help companies effectively transition from the agency model to in-house. This would allow companies to regulate operational costs and have control over data in a cookie-less world. It would further enable companies to focus more on audience-centric planning.
[3 minute read]