Gartner Research

How to Take Programmatic Advertising In-House

Published: 03 July 2018

ID: G00363137

Analyst(s): Eric Schmitt


Managing programmatic advertising internally offers favorable economic and strategic advantages in data and segmentation. But execution risks are significant. Marketing leaders focused on advertising should calibrate investment to media spend, take a phased approach and leverage hybrid tactics.

Table Of Contents
  • Key Challenges



  • Align Your Programmatic Insourcing Ambitions to Ad Spend
  • Take a Phased Approach to Insourcing
  • Offset Risk With Hybrid Insource/Outsource Tactics
  • What to Do Next

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