When Determining if Your Programmatic Should Be In-House or Not, Keep These 3 Points in Mind

It’s not just about what’s most efficient and cheap

When determining to bring programmatic in-house or not, cost and efficiency shouldn't be the only things considered. Getty Images

Transparency is everything in digital advertising today. Years of fraud, brand safety issues, Facebook and Google’s questionable practices and murky metrics have fostered distrust and prompted a push for greater control over ad practices. The brand/agency relationship is a case in point. In 2016, K2 Intelligence and the Association of National Advertisers reported that non-transparent business practices were pervasive in the U.S. As a result, many brands—Procter & Gamble, American Express, Unilever, L’Oréal and Netflix, just to name a few—have shifted their programmatic ad spend in-house, causing major concern in the agency world.

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Jateen Parekh is the chief technical officer and co-founder of Jelli.