69% US marketers and 74% marketers in the EU have moved programmatic in-house to some extent

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 30, 2020, 1:17 AM UTC

Only 15% marketers have no plans to move programmatic in-house.

This article carries an infographic by Epom that shares insights on the state of in-house programmatic in 2020. Epom discovered 69% of marketers having moved programmatic in-house to some extent.

This is true for 74% of marketers across the EU. At 74%, more availability of qualified staff is a very important factor for in-housing programmatic to be a popular move. 44% respondents believe to achieve improved ROI from programmatic in-housing. Another 44% expect their audience targeting capability to be enhanced.

72% participants think that agencies “fail to measure programmatic performance properly.” 71% consider agencies to be ill-equipped to adapt to programmatic advertising. Additionally, 84% of marketers are looking to gain greater control over programmatic campaigns.

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