Programmatic Ad Functions for Which US Media Decision-Makers Would Consider Working with a Partner vs. In-House, April 2018 (% of respondents)
Media decision-makers from brands were asked which programmatic ad functions they would consider working with a partner instead of doing it on their own. Responses include campaign strategy and direction/analysis and reporting and optimization, KPI framework, data management, ownership of DMP/DSP ... contracts, publisher data relationships, audience planning and validation, data science/algorithm creation, publisher inventory relationships, training and education, building technology and trafficking creative/ad operations.More
Data is from the May 2018 Interactive Advertising Bureau (IAB) report titled "Programmatic In-Housing: Benefits, Challenges and Key Steps to Building Internal Capabilities" conducted by Advertiser Perceptions. 119 media decision-makers from US brands in various industries were surveyed online by Advertiser Perceptions during April 2018. Respondents were involved in making digital, mobile, print, radio and TV media decisions. Interviews with eight advertisers and consultants that oversee and manage programmatic media buying and selling capabilities were conducted by Gerard Broussard of Pre-Mediated Media, LLC during April-May 2018.