With all the hype around the in-housing of programmatic media buying, you'd be led to believe that it is a turn-key, simple solution that every marketer has or is planning to implement; the corollary of which is that the media buying agencies are in real trouble. The Myers Report 2020 Media Supply Chain Study, a survey of 200 top leaders in the advertising and agency media buying world, set out to uncover the reality.
Do Marketers Find In-Housing Programmatic Too Difficult? Will it Stick? (Part II)
