When brands started bringing their programmatic solutions in house, it sounded an alarm for their agencies: Last year alone, several Fortune 500 companies — including Allstate, StubHub, Unilever and Netflix — started taking programmatic in-house in order to have more control over their first-party data and to avoid high agency fees.
But what started as a trickle has yet to turn into a flood — and most likely won’t anytime soon. Taking programmatic in-house sounds good in theory (and in “top ad tech predictions” posts), but it’s messy in reality. If brands want to execute programmatic media plan on their own, they need to gather tremendous amounts of data, hire experienced staff and put considerable amount of work into setting up a campaign. For many brands, this is a bridge too far.
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