Taking programmatic in-house: What you need to know

Taking programmatic in-house is an increasingly popular option for marketers. According to Pivotal Research Group analyst Brian Wieser, 15 of the top 200 US advertisers have taken media-buying in-house due to their ability to buy programmatically.
“This appeared to us as a relatively significant escalation from the last time we explored the topic,” Wieser says. It is not clear when he last explored the topic, but brands such as Procter & Gamble, L’Oreal and RB have all brou