Advertisers Express Interest in Bringing Programmatic In-House - eMarketer

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Advertisers Express Interest in Bringing Programmatic In-House

But research reveals less than 2% have done so

November 22, 2017

It sometimes feels like new marketing technology has been under constant fire this year, with advertisers raising legitimate concerns regarding the quality of programmatic ad inventory, brand safety and viewability. One potential result of these concerns about ad technology is advertisers bringing their programmatic efforts in-house.

In August, Infectious Media surveyed brand advertisers worldwide to gauge their attitudes toward programmatic advertising, and uncovered some concerns as a result. For example, 84% reported wanting increased control over their programmatic efforts, while 63% indicated they lack solid access to data transparency.

Concerns about programmatic have also carried over into advertisers’ relationships with agencies. The survey revealed that more than 70% of respondents said agencies have struggled to adjust to programmatic, or that agencies don’t accurately measure outcomes from programmatic ad buys.

According to the survey, publisher relationships and financial transparency are tied as the most challenging aspects of programmatic for advertisers. But data transparency, ad fraud and concerns regarding brand safety were not far behind.

Challenges of Programmatic Advertising According to Brand Advertisers Worldwide, Aug 2017 (% of respondents)

While chatter about advertisers taking programmatic advertising efforts away from agencies and bringing them in-house has grown, Infectious Media’s survey found there was more talk than action. Only 1.4% of advertisers polled had taken the steps to bring programmatic campaigns under their roof.

That low figure may be reflective of advertisers’ concerns about dealing with the expertise in technical minutiae that programmatic campaigns seem to demand. Only 23% of respondents believed off-the-shelf programmatic solutions gave advertisers any kind of competitive advantage.

There were a whole host of issues that respondents thought would factor into the possible push to bring programmatic under their purview. Among them were the availability of qualified staff, a dearth of partner expertise and advances in demand-side platform (DSP) capabilities.

Rahul Chadha


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