65 percent of marketers who purchase digital ads programmatically are moving programmatic buying in-house IAB Survey
According to research released on 22nd May by the Interactive Advertising Bureau (IAB) and its Data Center of Excellence, 65 percent of brand marketers that purchase digital ads programmatically have either completely moved programmatic buying in-house (18%) or have partially begun the process of internalizing the function, with plans to continue further down the path (47%).
Entitled “Programmatic In-Housing: Benefits, Challenges and Key Steps to Building Internal Capability,” the report, which includes both a marketer survey and leadership insights, identifies the top brand motivators for taking programmatic in-house:
- Improved ad performance/ROI
- Cost efficiency/transparency
- Better control and management of data and targeting
- Enhanced real-time optimization capability
- Full accountability and focus on brand goals
- Conduct an internal assessment, including an evaluation of media performance and cost-benefit analysis
- Create a ramp-up
- Practice “data centricity” and integrate multiple data sources
- Establish a tech stack
- Attract and retain talent
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