MM Awards

Two-thirds of marketers move all or some of their programmatic buying in-house

Tyrone Stewart

Ad buyingA growing number of brand marketers are moving the programmatic purchase of ads in-house, with 65 per cent having either already move all programmatic buying in-house or begun the process to do so.

According to a survey of 119 US-based brand executives from the Interactive Advertising Bureau (IAB) and its Data Centre of Excellence, 18 per cent of programmatic buyers have already moved all programmatic in-house. Meanwhile, a further 47 per cent have begun the move and plan to continue further into the process.

Of the remaining respondents, 13 per cent have previously trialled in-house programmatic but decided not to move forward with it, and 22 per cent of brands currently have no intention of moving in-house.

“If brands are going to bring programmatic in-house, they need to understand both the benefits and pitfalls,” said Orchid Richardson, vice president and managing director of the IAB Data Centre of Excellence. “This research makes it clear that a significant percentage of brands have already moved in this direction—and we can expect that more will follow suit.”

The research also found that the main reason for bringing – or attempting to bring – programmatic in-house is ROI attribution, with 47 per cent citing this as one of their top objectives. This was followed by better audience targeting and campaign effectiveness, both at 44 per cent.