Magazine

Why Media Agencies Think Clients Will Come Crawling Back After In-Housing Services

Brand marketers just might not yet be prepared to handle it alone

future-inhousing-CONTENT_2018 — For many brands, the obstacles may outweigh the benefits of taking work in-house.Getty Images

November 4, 2018

During the ANA’s Masters of Marketing Conference in Orlando, Fla., late last month, the heated debate over what benefits clients gain from taking work, especially programmatic buying and data analytics, in-house raged on. The conference followed a recent report from the ANA revealing 78 percent of brand marketers now have some sort of in-house operations.

And then there’s a secondary debate from media agencies, clients and analysts over whether the ANA’s report is all hype.