In-housing programmatic is a decision which requires immense deliberation. Many marketers toggle between making the choice to stick with specialist agency partners or to go ahead and try to finally embrace programmatic in-housing. Started around 10 years ago, programmatic in-housing has evolved into a core focus area for digital media buying and for audiences across all screens. in-housing programmatic might seem lucrative for marketers to hop on board, however, there are some parameters that should be considered before making such a big decision.
Let’s jump into some questions that help marketers understand whether or not in-housing programmatic is the right choice for them.
1. How important is securing sensitive data to you?
One of the main concerns before getting into in-housing programmatic is data. Marketers collect immense amounts of data from various sources like customer interactions on various channels, customer loyalty programs, offline and online transactions, and campaign data. After collection and segmenting data, these data sets are used to gain insights for use in programmatic media buying and optimization. The concern commences due to the organization‘s strict policies on the security of their data due to the risk of data exposure through media buying platforms.
By embracing programmatic buying technology within the company’s server, Marketers have more control over how they operate data and with which partners they choose to share it with. Instead Of risking sensitive information on a third-party system,
Marketers can update bidders on user value and do media buying their way. With the use of programmatic technology, the marketer has complete control on how they activate their data to their set requirements like- building audience segments, and using it to impact unique buying algorithms, enhancing bid requests with first-party indications, and finding lookalike audiences consumers at scale among others. In conclusion, for markets, programmatic in-housing widens their scope for activating sensitive data.
2. How important are your optimization needs?
Every business is unique in its needs and its marketers unique in their media buying needs. Every marketer measures their advertising efforts differently. Although major media buying platforms offer some metrics to evaluate, it is quite limited to generic values like campaign budget, clicks, downloads, installs, or the price of media. As a marketer, you would like to have various options to evaluate advertising performance more specific to your business like analyzing clicks or post clicks conversions, and more control over media buying algorithms that are used buying and optimization of media would make advertising that much more easier.
In a nutshell, the incorporation of programmatic in-housing programmatic would allow marketers complete control over their media buying technology and give a better comprehension of core advertising performance. The inclusion of customized algorithms that drive unique barometers will surely give improved outcomes.
On the other hand, the main purpose for marketers is to measure the negative and positive impact on their overall advertising efforts. While there are many solutions available for marketers to understand attribution and incrementality, they would rather focus on shared approaches. This gives freedom to structure and execute a roadmap based on its own success drivers that confirms the likeness of the company’s values specific to it.
3. How important is the direct link to publishers for you?
Programmatic media buying is all about finding the right audience, at the right time, in the right context. Knowing what inventory works best for them, marketers form a strong relationship with publishers to have influence over the supply pricing. With the loss of third-party cookies, now that user consent and privacy hold at most importance, establishing a strong relationship between marketers and publishers is crucial.
In-housing programmatic enables media buyers to have an easy and direct way to stabilize connections with publishers so that they access transparent, performance, drive efficiency and unique value. In other terms, marketers might want to get on a contract basis with publishers, putting together their own paying terms and ensuring specific supply at specific times for specific rates. The publishers might also provide first-party information to make markets better to find and target audiences. It is definitely not flexible to have a number of facilitators between markets and publishers, to make arrangements with them harder to agree and manage.
In-housing programmatic is immensely beneficial for markets. However, when it comes to incorporating this technology, it solely depends on the business and whether it suits that business. Businesses need to introspect what they need for achieving their advertising goals and potential benefits against the choice of the two options- programmatically in-housing or not.
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