Where will brands take their programmatic spend?

There is no one blueprint for programmatic, not now and not in 12 months’ time. The route that each brand takes will be determined by its business principles and by its approach to marketing.
Nevertheless, the choices that all brands make will be driven by some common themes, including resource, transparency, integration, geographic footprint, data and technology.
The key question that all brands will be asking is whether they have the resources or the reason to run these services in-house