But, first things first. Let’s understand what exactly does one mean by the term in-house programmatic advertising. It is is nothing but having a campaign management team, in-house. How simple is that! Right? Well, all you need is to hire expertise in data analysis, campaign management, creative management, and many more. There are two kinds of programmatic platforms – self-served and managed. In in-house campaigns, the brands only outsource the ad-serving tech stack, in a way that compliments the brand’s media strategy, in synch with the brands’ internal functions like real-time campaign optimization and ad operations. On the other hand, in managed campaigns, the programmatic agency provides its own expertise and resources to handle all aspects of the campaign.
But brands need to remember that there are a number of challenges to taking campaigns in-house. To mention a few, it requires a commitment of time, hiring experts like a data scientists for managing the campaigns, justification to the management of the time and resource requirements, along with providing feasible options for executing it.
To know more on the factors to be considered while making the right decision, read the entire coverage here.