For many businesses, bringing programmatic in-house presents many benefits. This has created a surge in brands trying to do just that. In fact, in a recent Infectious Media Study, 84% of surveyed brands expressed a desire to have more control over their programmatic advertising. In the digital advertising industry and is predicted up to 90% of digital display advertising will be traded programmatically in the UK by 2019.
In many cases, brands have a lack of internal skills and knowledge, especially when it comes to understanding data and optimising CPMs in real-time. That’s when they’d typically go to media partners who can help. Though the idea may be appealing, bringing programmatic in-house may not be a quick-fix solution. It requires resources, time, effort and continuous investment.
Challenges Faced By Brands
Aside from the enormous initial investment required by brands to move an entire programmatic stack in-house, agencies need to …