According to a study just released by the Interactive Advertising Bureau (IAB), 65 percent of surveyed marketers making programmatic buys have either moved some or all of those functions in-house or are planning to doing so.
Key reasons cited include greater cost efficiencies and transparency, improved targeting and control of ads, shortened optimization time frames, and better focus on business objectives.
Not An Overnight Process
Taking programmatic in-house requires more than just appropriate staffing and isn’t accomplished overnight. In fact, it could take a year or more, and that’s after you develop your scope and implementation plan. And since you’ll need to hire the right talent, integrate multiple data sources, and build the right tech stack, you’ll need to prepare a detailed human and hard capital budget too.
Fortunately the IAB report provides a checklist to facilitate the process – plus there are external consultants to spearhead this initiative or advise along the way.
Bajkowski + Partners LLC is a leading consultancy providing services to marketing and procurement teams including building in-house media planning and programmatic as well as in-house creative and production operations. For more information, please visit our website.
