The Gartner 2017 CMO Strategy Survey found that marketing leaders want to rely less on agencies and bring strategy in-house. Interest in bringing programmatic advertising in-house as a way to control advertising strategy is on the rise for three reasons:
- Cost savings. There’s a financial opportunity to save 15% – 30% of middleman fees paid to agencies and other parties.
- Strategic advantage. As marketers get better at using data to target audiences and measure campaign results, they’re more motivated to keep these lessons proprietary and within the walls of their business.
- Operational agility. Internal resources can react to real-time factors such as unforeseen events, competitive strikes and analytics insights faster than agencies.
“Managing programmatic advertising internally offers favorable economic and strategic advantages in data and segmentation,” says Eric Schmitt, Senior Director Analyst, Gartner for Marketers.