The case for and against bringing programmatic in-house

More brands are set to bring the media expertise in-house this year, with some, including Danish advertiser Lego, even moving to build out internal programmatic expertise.

In theory, they’re doing so to reduce the cost of managing media investments, while gaining the ability to act faster, and in closer coordination with the rest of their business.

In practice, there are good reasons why media planning and buying, and programmatic specifically, are considered to be the final frontier of in-housing.  

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