Dive Brief: Sixty-five percent of surveyed marketers purchasing digital ads programmatically have either moved those functions in-house (18%) or have started to, with plans to continue internalizing functions (47%), according to new research by the Interactive Advertising Bureau (IAB) made available to Marketing Dive.
- The IAB based its report on a marketer survey and leadership insights, and outlined the top reasons that marketers are taking programmatic in-house, including improved ad performance and ROI; greater cost efficiency and transparency; better control and management of ads; better targeting, real-time optimization and accountability and a greater focus on brand goals.
- The research noted that transitions to in-house programmatic buying take at least a one-year commitment, complex coordination of partners, staff training and more. To meet those challenges, the IAB offered a checklist, which recommends conducting internal assessments, including a media evaluation performance and cost-benefit analysis; creating a “ramp-up” ahead of the change; practicing “data centricity” and integrating multiple data sources; establishing a tech stack and attracting and retaining talent.
Dive Insight:
Moving programmatic ad buying in-house is clearly an attractive solution for marketers that are demanding greater transparency from digital advertising, as well as increased cost savings and better measurement from digital channels. As the IAB cautions, however, it’s not a move to be made lightly, and requires a long lead time and the built-in expertise to handle a programmatic technology stack and the complexity of data that come with it.
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