In an effort to gain more control over their first-party data, 69 percent of U.S. brands have taken their programmatic advertising in-house, according to a report from the Interactive Advertising Bureau (IAB) and Accenture Interactive. The process of in-housing allows for greater transparency and ROI with regard to attribution, cost efficiencies and more effective campaigns, the study showed.
However, the degree to which brands are in-housing programmatic buying of display, video and connected TV falls along a spectrum, ranging from completely in-house to completely outsourced, according to an analysis by AdExchanger. Looking globally, 48 percent of brands have brought programmatic in house partially and 16 percent attempted to in-house but then outsourced to partners.
Given that the process of in-housing programmatic takes 18 months or more, and includes evaluating platforms along the journey, it’s important to establish a business case that supports ad tech and talent investments. Ultimately, the advantage is that it allows brands to be nimble. For a deeper dive into the report, read more in AdExchanger.
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