What was the buzz around the office last week? Brands doing more of their own programmatic, good news about Better Ads, and balancing short-term and long-term for publishers.
Brands are taking their programmatic efforts in-house. A recent survey by the ANA revealed that 25% of brands are choosing to do more programmatic buying. Prompted by worries of fraud and brand safety, some brands are taking complete control of where their ads show up. Data also plays a major part, brands want to see their customer data used more dynamically. Instead of going completely in-house, The Drum recommends that marketers seek a collaborative hybrid arrangement with agencies.