Taking Media In-House Is not a Case of One Size Fits All

As experience shows, the realities are not so black and white

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Sometimes it is better to take back control, while other times it’s better to leave it in the hands of experts.

Since the dawn of paid-for search advertising–a means of advertising that requires more data-led savvy as opposed to bulk-buying power of traditional media agencies–the in-housing narrative has gone to and fro.

In-housing, where a brand takes media-buying responsibilities out of the hands of its media agency, is not a new phenomenon. But in light of the controversial K2 Intelligence report for the Association of National Advertisers in 2016, which challenged the traditional agency-client relationship and probed



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