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Bringing outsourced technology and services in-house is nothing new to brands and agencies that want to take control of their advertising and marketing efforts. Over the past five years, we’ve seen efforts for mobile, search-engine optimization and publishing all make their way from being owned by specialist agencies to becoming in-house necessities—each of which generally receives large portions of marketing budgets.
With the recent growth in influencer marketing as a favored tactic and nearly one-half of brand marketers planning to increase their influencer marketing budgets this year, there is an effort to bring this strategy and technology in-house, where brands can truly own their relationships and their data.
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