Brands often don’t like to talk about how and why they handle their high-tech ad targeting and buying internally. It’s a sensitive topic given their agency relationships and, in some cases, viewed as a competitive advantage. But two marketers with the practice in place, Netflix and Kellogg, opened up about their efforts at Advertising Week.
The merits of establishing an in-house programmatic team should of course be weighed on a case by case basis, but some key points emerged:
Protect your secrets (and act on them them)
Source:: AdAge – Digital