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.
[2 minute read]