69% of US brands have moved programmatic in-house partially or completely

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 04, 2020, 9:41 AM UTC

IAB and Accenture Interactive surveyed brands across the US, Europe, and Latin America.

With brands seeking more control over first-party data, 69% of US brands have either partially or completely moved programmatic in-house, as per the report. Of those polled, 21% of brands completely brought programmatic in-house, and 48% have partially brought it.

While 74% of brands in Europe are inclined to in-house programmatic, 64% of Latin American brands also sought in-house programmatic buying of ads. Data management and data ownership are the major objectives for 36% of the US brands for bringing programmatic in-house.

However, globally the top two reasons that preceded for in-house programmatic were increasing campaign effectiveness (42%) and cost efficiency (41%). Also, in-house programmatic efforts have been accelerated as brands comply with data privacy regulations and prepare for a cookie-free world.

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