The ‘in-housing’ debate, where brands ditch their agencies and bring those capabilities (whether media buying, creative or programmatic) under their roofs, has raged throughout the media industry over the last decade, ever since the potential to automate online ad spend promised marketing departments the ability to make serious savings on their media budgets.
Those in favor point out the historic high margins that media agencies—whose traditional value proposition was predicated on their bulk buying power—have charged, while detractors highlight the expertise such companies have amassed.
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