NexTech

Brands Could 'Kneecap' Themselves Without the Right Talent on In-House Programmatic Teams

Industry lacks qualified candidates to take on complex roles that require a breadth of experience

Panel at Adweek NexTech — Ana Milicevic, co-founder of Sparrow Advisers (second from left) addresses bringing programmatic teams in-house, on a NexTech panel with Sloan Broderick, Accenture Interactive (l.); Matt Prohaska, Prohaska Consulting; and Patrick Coffee, Adweek (r.).Sean T. Smith for Adweek

July 25, 2019

There are many reasons brands have opted to bring programmatic in-house, as it provides marketers with the promise of greater control, transparency and efficiency. In practice, however, pulling together an in-house team with the right knowledge and experience is no easy feat.

At Adweek’s inaugural NexTech Conference, Ana Milicevic, principal and co-founder at digital advisory firm Sparrow Advisers, was on the “David vs. Goliath” panel moderated by Adweek senior editor Patrick Coffee. Milicevic said that the “biggest question” facing marketers who want to bring