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

Being 'player-first' was also a motivating factor

EA’s Head of Global Marketing Intelligence, Belinda J. Smith speaking at Adweek Nextech 2019 conference
Electronic Arts' Belinda Smith said she prefers to call it 'marketing transformation.' Sean T. Smith for Adweek

“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.

@neco_ornot Nicole Ortiz is Adweek's senior story editor, managing Adweek's edit hub through which all digital content flows.