In-housing has been a hot trend for advertisers over the past five years. In a recent report, the IAB found that 18% of brands had brought their programmatic buying functions fully in-house, while another 51% had done so partially. The reasons for this are varied but clear: in-housing for brands is all about reclaiming control. In our new study, we look at the key challenges brands are having as they decide to in-house.
In this research paper you’ll find out:
- The different marketer needs and motivations for in-housing, and the challenges you can expect to face
- What the path to in-housing looks like, and the steps brands need to take to succeed
- The continuum of in-housing solutions and how they can be applied to meet your precise challenges