Programmatic – an engrained buying process – Accounting for more than 80% of digital ad
spending (including display mobile, social and search), programmatic is the predominant digital ad
placement process. Marketers’ perceived risk of developing in-house capabilities may be mitigated
as programmatic is likely to be entrenched as the digital advertising process of choice
for years to come.
Programmatic In-housing on the rise – A study conducted by the Association of National
Advertisers (ANA) indicated that in-housing has recently trended upward, as 35% of brands
surveyed had reduced the role of external agencies in 2017, more than doubling the 14% rate
reported in 2016.1
The five key benefits of programmatic in-housing – Based on expert interviews and an IAB
research study, the primary motivations for programmatic in-housing were found to be:


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