Are You Ready to Activate Programmatic Media?
“Is in-house programmatic ad buying the next big thing for brands? In IHAF’s 2019 study, published in partnership with Forrester Research, 18% of in-house agencies reported having a programmatic media function. In contrast, Accenture Interactive and the Interactive Advertising Bureau’s report notes that 69% of brands have partially or fully moved programmatic buying of display, video and/or CTV in house. Although the data may not align, there is continued interest in exploring this media buying shift and doing so effectively. The following factors may help brands evaluate if they are ready to insource programmatic media.”
Read more from Centro’s April Weeks in the In-House Agency Forum blog.