Although Molson Coors has hired a bunch of people who can manage programmatic – they sit on what the company calls its precision and digital marketing team – there’s a lot more to in-housing than media execution and getting hands on keyboards.
Today, there are so many flavors of in-housing. The term itself has become a bit like “programmatic,” where the meaning across organizations varies so greatly that there’s little point in using it on its own. What matters now isn’t how brands define “in-house” or if in fact they “in-house” at all – it’s whether they approach their digital advertising strategically and thoughtfully, writes Dan Larden, head of UK at TPA Digital.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Working Their Retails Off Retail media is in growth-stage limbo. Retailers have flooded the category with no guarantee advertising will pay off. The latest is the craft store Michaels, which launched a retail media platform on Wednesday in partnership with Criteo. Amazon sets the […]
In-housing programmatic has gone from a nascent trend to the norm as brands seek more control over their first-party data. Sixty-nine percent of brands have either partially or completely moved programmatic buying of display, video and/or CTV in house, according to a 2020 survey conducted by the IAB and Accenture Interactive across the US, European […]
