Taking programmatic in-house is an increasingly popular option for marketers, programmatic has been a must-have in the advertising industry, offering a quick and typically cost-effective avenue for automated ad buys and placements. While this advertising tactic has been historically handled by media agencies, brands are more and more looking to bring this branch of their overall advertising strategy in house. Brands are moving to in-house programmatic buying due to the lack of control that brands felt with this approach has led them to put themselves in the driver seat of their programmatic ad placements.
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