Almost a fifth of US advertisers have fully moved programmatic buying in-house

Two-thirds of brand marketers purchasing digital ads programmatically have moved all or some of that function in-house.

Two-thirds of brand marketers purchasing digital ads programmatically have moved all or some of that function in-house, according to new research.

The Interactive Advertising Bureau (IAB) surveyed 119 US-based brand executives representing media decision makers across 16 ad categories and found that 18% of programmatic buyers had already moved all programmatic buying in-house, while 47% had beg