For EA, In-Housing Was a 'Fluid, Cyclical Journey' Driven by Data Security

Being 'player-first' was also a motivating factor

“In-housing” has become a regular buzzword in the ad-tech industry recently. But as Belinda Smith, head of global marketing intelligence at EA, told ad-tech reporter Ronan Shields at Adweek’s NexTech Conference, the term “marketing transformation” is a better fit. It also rolls off the tongue a lot better.