Brands are in-housing programmatic media buying more often, but many have also reverted course.
Nearly 70% of brands in the U.S., Europe and Latin America have at least partially in-housed programmatic media buying, according to a recent survey from the Interactive Advertising Bureau (IAB), up from 65% in 2018.
However, 16% of brands are outsourcing programmatic buying back to agency partners, up from 13% in 2018. One notable example of this is cosmetics giant Coty, which partnered with media agency Zenith as part of an overhaul
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