Bringing Programmatic Media Buying In-house. Is the time right?

 

P&G’s not so recent announcement of buying majority of their Media programmatically,inhouse got me ponder a question to media agency industry: With the continue growth of programmatic investment, is brand moving (or at least thinking of) their media buying in-house through setting up of internal trading desk? I don’t have the any statistic with me though anecdotal evidences did suggest that this may be the case. Coincidentally, I recently did know of one financial company investing heavily to beef up their internal capabilities on Paid Search and Programmatic.

With the maturity of the ad-tech and brands getting more savvy in programmatic buying, I’m sure the reasons of moving in-house are enticing and warrant a long term thinking. Just to name a few potential advantages:

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A quick recap on ATS Singapore 2014

It’s interesting that SAP Development Day coincide with some of the Advertising Industry Event this week, starting with ATS Singapore 2014 (Don’t ask me the meaning of the abbreviation) on Monday, Ad Tech 2014 on Tues/Wed and World Federation of Advertisers Meeting (A full-day sharing session with various marketers in the industries, and no, it’s not a full-day bashing sessions on agencies. More on that later :)) on Thursday.

Courtesy of SAP Programmatic Platform Vendor DataXu, I managed to attend the ATS Singapore 2014. The ATS event gathered the industry players in the programmatic advertising space, with key topics surrounding jargons such as “programmatic”, “real-time bidding (RTB)”, “Demand Side Platform (DSP)”, “Data Management Platform(DMP)”.

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