While ten years ago, a mere percent of brands were handling programmatic by their own means, in 2023-2024, 69% of advertisers moved it in-house to a certain extent. What were the motives behind this exodus from ad networks and agencies, and how advertisers see their nearest future? Let's find out.
In 2023, in-housing is flourishing as a significant programmatic trend. And it's not going to fade away soon. A global survey by the World Federation of Advertisers (WFA) found that 80% of advertisers have adopted in-housing, while most marketers are only "somewhat satisfied" at best with their external media or advertising agency, according to the report "Agency Roster Transformation."
As a white-label software provider, we often encounter clients that are undergoing the transition process. We always explore the reasons behind their decisions and their needs in specific functionality that may finalize their transition. After thorough research, we decided to summarize all our findings in this infographic.
Discover the state of programmatic in-housing in 2023-2024 and find out how exactly you can undergo this transition at the lowest cost:
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