Yes, it has. We had two people on programmatic in 2016. Now we have about 18. It's considerable growth, considering how short the amount of time it has been.

We essentially buy through demand-side platforms’ [DSPs] self-service capabilities. In-housing the tech stack involves moving away from a managed model to a self-service model.

That’s part of it. It’s the ability to be more efficient and cost effective. But another key component is to enhance collaboration between [different company departments], especially between the marketing team and the media team.

In some digital buys, we do rely on our agency partners. With endemic and direct buys that we are not able to self-service, we do work with an agency partner and leverage the buying power that they have.