More and more agencies and brands are turning towards directly managing their own programmatic activity. Instead of working with external resources on running programmatic advertising campaigns, agencies and brands are pulling this activity in-house. And it seems that the trend is here to stay.
Why the trend?
There are multiple reasons why bringing programmatic in-house is becoming increasingly more popular. Starting with the fact that programmatic buying and selling has become the new normal in the marketing and advertising industry. By 2020, programmatic will account for 65% of all digital revenue and it makes sense. Programmatic—a data driven marketing approach—results in efficiencies across all marketing efforts including customer purchase, loyalty, retention, and satisfaction.