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- Sixty-five percent of surveyed marketers purchasing digital ads programmatically have either moved those functions in-house (18%) or have started to, with plans to continue internalizing functions (47%), according to new research by the Interactive Advertising Bureau (IAB) made available to Marketing Dive.
- The IAB based its report on a marketer survey and leadership insights, and outlined the top reasons that marketers are taking programmatic in-house, including improved ad performance and ROI; greater cost efficiency and transparency; better control and management of ads; better targeting, real-time optimization and accountability and a greater focus on brand goals.
Pas confirmé en France... Mais cette tendance européenne semble confirmer le besoin de maitrise des annonceurs en la matière. Ils verront après que ce n'est pas aussi simple de maintenir les compétences en la matière.#effetbalancier.