--- title: The challenges of in-housing programmatic description: Many advertisers are talking about in-housing their programmatic advertising activity. But what does it really take for an advertiser? image: https://news.keplergrp.com/hubfs/tower-1379715_1920.jpg --- [![IM-Kepler-logo](https://news.keplergrp.com/hs-fs/hubfs/IM-Kepler-logo.png?width=1323&name=IM-Kepler-logo.png "IM-Kepler-logo")](https://www.infectiousmedia.com) - [Digital Media Agency](https://www.infectiousmedia.com/digital-media-agency) - [In-housing Consultancy](https://www.infectiousmedia.com/in-house-consultancy) - [Our Technology](https://www.infectiousmedia.com/our-technology) - [Resources](https://info.infectiousmedia.com/resources) - [Blog](https://blog.infectiousmedia.com) - [About Us](https://www.infectiousmedia.com/about-us) - [Careers](https://www.infectiousmedia.com/careers) - [Contact Us](https://www.infectiousmedia.com/contact) - Topics: - [Strategy](https://blog.infectiousmedia.com/tag/strategy) - [Analytics](https://blog.infectiousmedia.com/tag/analytics) - [Technology](https://blog.infectiousmedia.com/tag/technology) - [News](https://blog.infectiousmedia.com/tag/news) # The challenges of in-housing programmatic [Strategy](https://news.keplergrp.com/tag/strategy) By: [Marketing](https://news.keplergrp.com/author/marketing) Apr 2, 2018 #### What obstacles face advertisers who are looking to in-house their programmatic strategy? ![question-mark-2492009_1920.jpg](https://news.keplergrp.com/hs-fs/hubfs/Imported_Blog_Media/question-mark-2492009_1920.jpg?width=356&name=question-mark-2492009_1920.jpg)According to a study by the WFA, 90% of advertisers are reviewing how they buy programmatic ads. The need for transparency and budget spend awareness isn’t a new advertiser demand, however more advertisers are starting to consider in-housing their programmatic strategy, due to a lack of trust from their agency provider.   As shown in [Infectious Media's Report on In-Housing](http://info.infectiousmedia.com/in-housing-trends-2017), 71% of advertisers think agencies have struggled to adapt to programmatic. The survey reveals this in one key area: measurement. 72% feel that agencies don’t accurately measure the impact of their campaigns.     Whilst the idea of bringing your programmatic in-house seems to sound like a good idea to save money and have full transparency, the reality is not as simple.Programmatic advertising requires a complex technological infrastructure, which needs the right talent, investment and skills behind it to make it work.     [![New Call-to-action](https://no-cache.hubspot.com/cta/default/3336178/ae577448-7f56-442e-84f2-abc36c5bc461.png)](https://cta-redirect.hubspot.com/cta/redirect/3336178/ae577448-7f56-442e-84f2-abc36c5bc461)   **Strategy plan** Advertisers need to determine and plan whether they see programmatic as a strategic initiative for their marketing or not. As soon as advertisers have this they need to plan their in-housing roadmap across the following key factors: investment, talent, measurement and technology, as suggested by the Programmatic Advisory.  Whilst agencies have been refining their programmatic strategy and offerings over the years, there hasn’t been a blueprint made for advertisers, looking to build their own strategy. “There is no rule book for advertisers,” explained Attila Jakab, Managing Director at Infectious Media:   > “Taking programmatic in-house is very different to an area like search. There, the ecosystem is dominated by Google, so there’s no need for brands to pursue new data sources. In programmatic, it’s the opposite. Working out the best choice from a vast amount of inventory partners on a global scale isn’t easy. And then there is the brand safety and measurement still to consider.”   [![New Call-to-action](https://no-cache.hubspot.com/cta/default/3336178/ae577448-7f56-442e-84f2-abc36c5bc461.png)](https://cta-redirect.hubspot.com/cta/redirect/3336178/ae577448-7f56-442e-84f2-abc36c5bc461)   Infectious Media recently launched their report into the programmatic in-housing trend to discover their views on agencies, in-housing, and their solution to bring the “antiquated” world of media buying up to date. [Download your copy now. ](http://info.infectiousmedia.com/in-housing-trends-2017)   SHARE: [![Share on Facebook](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-fb.svg)](http://www.facebook.com/share.php?u=https%3A%2F%2Fnews.keplergrp.com%2Fchallenges-of-in-housing-programmatic%3Futm_medium%3Dsocial%26utm_source%3Dfacebook) [![Share on LinkedIn](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-linkedin.svg)](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fnews.keplergrp.com%2Fchallenges-of-in-housing-programmatic%3Futm_medium%3Dsocial%26utm_source%3Dlinkedin) [![Share on Twitter](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-twitter.svg)](https://twitter.com/intent/tweet?original_referer=https%3A%2F%2Fnews.keplergrp.com%2Fchallenges-of-in-housing-programmatic%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&url=https%3A%2F%2Fnews.keplergrp.com%2Fchallenges-of-in-housing-programmatic%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&source=tweetbutton&text=The%20challenges%20of%20in-housing%20programmatic) [![Share on Email](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-mail.svg)](mailto:?subject=Check%20out%20https%3A%2F%2Fnews.keplergrp.com%2Fchallenges-of-in-housing-programmatic%3Futm_medium%3Dsocial%26utm_source%3Demail%20&body=Check%20out%20https%3A%2F%2Fnews.keplergrp.com%2Fchallenges-of-in-housing-programmatic%3Futm_medium%3Dsocial%26utm_source%3Demail) More articles you might find interesting: [![Why corporate morality will define the next step in the evolution of digital marketing](https://news.keplergrp.com/hubfs/WARC_Blog-Banner.png)](https://news.keplergrp.com/why-corporate-morality-will-define-the-next-step-in-the-evolution-of-digital-marketing) #### [Why corporate morality will define the next step in the evolution of digital marketing](https://news.keplergrp.com/why-corporate-morality-will-define-the-next-step-in-the-evolution-of-digital-marketing) [Read More](https://news.keplergrp.com/why-corporate-morality-will-define-the-next-step-in-the-evolution-of-digital-marketing) [![How advertisers can prepare for the iOS14 changes on Facebook Advertising](https://news.keplergrp.com/hubfs/FB_Prepare-Blog%20(3).png)](https://news.keplergrp.com/how-advertisers-can-prepare-for-the-ios14-changes-on-facebook-advertising) #### [How advertisers can prepare for the iOS14 changes on Facebook Advertising](https://news.keplergrp.com/how-advertisers-can-prepare-for-the-ios14-changes-on-facebook-advertising) [Read More](https://news.keplergrp.com/how-advertisers-can-prepare-for-the-ios14-changes-on-facebook-advertising) [Back to blog home](http://blog.infectiousmedia.com) ![](https://news.keplergrp.com/hubfs/tower-1379715_1920.jpg) ### Categories - [Analytics (20)](https://news.keplergrp.com/tag/analytics) - [News (49)](https://news.keplergrp.com/tag/news) - [Strategy (71)](https://news.keplergrp.com/tag/strategy) - [Technology (17)](https://news.keplergrp.com/tag/technology) ### Get exclusive programmatic insight Learn how to get more out of programmatic advertising with our monthly newsletter, filled with the most popular content from our blog. [Strategy](https://news.keplergrp.com/tag/strategy) By: [Marketing](https://news.keplergrp.com/author/marketing) Apr 2, 2018 Get monthly programmatic insights into your inbox [![IM-Kepler-logo-white](https://news.keplergrp.com/hs-fs/hubfs/IM-Kepler-logo-white.png?width=180&name=IM-Kepler-logo-white.png "IM-Kepler-logo-white")](http://www.infectiousmedia.com) [Consumer Privacy policy](https://www.infectiousmedia.com/end-user-privacy-notice/) [Cookie policy](http://www.infectiousmedia.com/cookie-policy/) [Anti-modern slavery statement](https://www.infectiousmedia.com/anti-modern-slavery-statement/) Copyright 2021