Is In-Housing Viable in a World of Walled Gardens?
Having done a number of Road to ATS video segments, panels, and op-eds on the future of the service layer of late, I am reminded of just how complex media buying is at a global scale.
There is a common misconception that programmatic has made in-housing easier for brands. Some marketers think the algo can now do all the heavy lifting, making activation an easy process. So, why bother to work with an agency or third party?
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