By Attila Jakab

Brands might be keen to bring programmatic buying in-house but the best solution lies in a hybrid approach.

A recent survey by the ANA found 35% of brands have expanded their in-house programmatic media-buying capabilities and limited the role of outside agencies, up from 14% in 2016. This drive for clients to take charge of programmatic is now becoming well-documented – a study by Adobe released in December predicted that 62% of brands would bring programmatic in-house by 2022.

Our own research of more than 200 decision-making marketers with programmatic remits in EMEA, APAC or NOAM Read full story ›

Source: The Drum