At the beginning of 2017, the World Federation of Advertisers released a report stating that nearly 90% of global brands were reviewing their programmatic strategies. By the end of 2017, a well-cited ANA survey reported that 35% of marketers had expanded their in-house programmatic media buying capabilities, more than double the amount a year prior. Looking ahead to 2022, a December 2017 Adobe poll reported 62% of brands will take their programmatic trading in-house
by 2022. The writing is on the wall. Advertisers are taking control of the programmatic process – but how they’re executing it is not to so cut and dry. There’s a spectrum of approaches, from taking the strategic lead with their agencies via analytics and data ownership, to owning the technology and working with the agency to manage it, to full in-house programmatic trading.