Embrace the Future of Programmatic In-Housing with 3 Strategic Models

1. Full-Stack In-Housing

Who's it for? Large-scale brands seeking complete autonomy.
Key Features: Self-developed programmatic tech stack, in-house media buying team.
Benefits: Full control and scalability.

2. Hybrid In-Housing

Who's it for? Brands looking for a balanced approach.
Key Features: Combines in-house strategy with external tech resources.
Benefits: Control and cost-effectiveness, with agency support when needed.

3. Self-Service In-Housing

Who's it for? Newcomers to programmatic advertising.
Key Features: User-friendly self-serve DSP, optional expert guidance.
Benefits: Low-risk, budget-friendly entry into programmatic in-housing.
Start Your In-Housing Journey Today

Discover which model aligns with your brand's vision. Connect with us for expert advice and kickstart a transformative approach to digital advertising!

Embrace the Benefits:

Control & Transparency: 57% of marketers value the clear insight and deeper consumer understanding gained from in-house media buying.

Target Audience Precision: 46% report improved audience targeting through advanced programmatic options and ad customization.

Ad Inventory Access: 39% appreciate the agility of immediate campaign adjustments and continuous data access.
Navigate the Challenges:

Workflow Complexity: 48% face hurdles in integrating skill sets and managing data effectively within in-house systems.
Media Quality Assurance: 47% contend with maintaining ad quality, including fraud prevention and brand safety.

Talent Acquisition: 37% struggle with recruiting and training the right staff amidst high industry turnover.

Let us guide you through these complexities to unlock the full potential of your in-house advertising strategy. Connect with our experts for tailored solutions and insights.

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As Google delays the rollout of its Privacy Sandbox, brands and marketers are actively seeking alternatives to third-party data tracking. Many are already distancing themselves from these traditional methods, wary of investing in soon-to-be outdated solutions or adopting new, yet unclear targeting mechanisms.

The emerging focus is on first-party data - a secure, privacy-compliant approach sourced directly from users who willingly share their information. In 2021, this method has become increasingly relevant, marking a shift towards first-party data-driven advertising strategies.

For brands seeking to adapt, the options include:

1. Awaiting the public release of Google's Privacy Sandbox for a fresh approach.
2. Developing their own first-party data repositories.
3. Collaborating with ad-tech firms that facilitate building a first-party data client base.
4. Leveraging contextual advertising that solely relies on first-party data.
5. Partnering with ad-tech companies that offer both first-party data collection and contextual advertising for a robust, cookie-free advertising strategy.

These strategies signify a pivotal move towards more ethical, user-respecting advertising in the digital age.

The digital marketing landscape is undergoing a transformative shift, with programmatic advertising evolving from a niche, technically complex domain to a mainstream, impactful tool. This evolution has made programmatic accessible not just to media-buying agencies and advertisers, but also to brands taking their programmatic efforts in-house.

In the emerging cookieless digital marketing landscape, brands and marketers must adapt to new strategies. The focus is shifting towards accumulating reliable first-party data and exploring innovative cookieless advertising methods.

Top Trends for a Cookie-Free Digital World:

Programmatic Dominance: Programmatic advertising is expected to excel. A 20% increase in marketers prioritizing programmatic reflects a shift towards new targeting methods without third-party data. Despite the pandemic, programmatic advertising has shown resilience and growth.

In-House Programmatic: Budget constraints and the increased accessibility of programmatic tools are driving brands to bring programmatic in-house. This doesn’t necessarily mean creating proprietary platforms but rather using market-available solutions with expert support.

Investment in Brand-Safe Solutions: With advertising strategies moving in-house and the rise of programmatic during the pandemic, brands are investing more in their programmatic capabilities, benefiting from direct customer engagement and cost efficiencies.

Preference for First-Party Data: In this new era, the programmatic industry must evolve, shifting from traditional targeting methods to innovative approaches that prioritize first-party data and brand satisfaction.

These trends underscore a critical transition period in digital marketing, where agility and innovation will define success in a post-cookie world.