65 percent of marketers who purchase digital ads programmatically are moving programmatic buying in-house IAB Survey

As per the latest survey conducted by Interactive Advertising Bureau (IAB), 65 percent of marketers who purchase digital ads programmatically have either completely moved programmatic buying in-house or have partially begun the process of internalizing the function.

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

In addition, the paper explores hurdles, noting that the programmatic in-housing transition typically requires at least a one-year commitment, complex coordination of partner contracts, staff training, and more.

The report taps into industry experts to distil a checklist of critical steps to meet challenges head-on:

• 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

Since this will be cost-effective and give more controls to brands, we can see more brands going ahead with adapting programmatic in-house and may hurt the agencies, also with tech consultancies like HCL and Accenture jumping into programmatic buying will leave agencies bleeding and may result in big cut down of jobs at agencies.

To download the complete report, please visit www.iab.com/ProgInHouse.