P&G’s not so recent announcement of buying majority of their Media programmatically, 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:
Continue reading Bringing Programmatic Media Buying In-house. Is the time right?