Discussions about bringing programmatic in-house are common but often shortsighted. The best marketers know that in-housing isn’t really about programmatic buying at all—it’s about the data and insights that power it. eMarketer’s Lauren Fisher spoke with Gawain Owen, UK digital strategy director at the online marketing agency Jellyfish, about how brands are making the decision to in-house their programmatic advertising efforts and the biggest challenge they have to overcome.

There’s been a lot of talk in the last 12 to 18 months about transparency, brand safety and how much of a dollar spent actually gets back to the publisher. Because of that, we receive calls to our technology solutions group on a daily basis about in-housing.