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.

Bringing media buying efforts in-house isn’t a quick procedure. In fact, EA gradually made more of its marketing—including analytics, consumer insights, focus groups and research—internal over the course of seven years.

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