It’s no secret that global brands are opting to bring programmatic media buying in-house. The list of companies doing this includes Fortune 500 companies such as P&G, Unilever, and Netflix. In addition to the immediate impact on the client-agency-vendor ecosystem, there are some equally interesting developments taking place in the larger technology landscape.
First, let’s look at a few of the risks that marketers must consider when they take programmatic media-buying in-house.
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