European Programmatic In-Housing: Adoption Rate, Benefits, Depth, and Types of In-House Buying Functions

This report provides survey results on 950 brands’ adoption rate of programmatic in-housing, in-housing drivers, type and depth of in-house buying functions, and General Data Protection Regulation (GDPR) impact within five European markets: France, Germany, Italy, Spain and the UK. Also included are insights into the drivers and challenges of in-housing, based on one-on-one interviews conducted among European-based brand advertisers actively involved in programmatic buying.

European Brand Discussion Insights - These key directional drivers emerged during brand interviews:

  • Brand Destiny – Brands emphasized the merits of in-housing as a way to control their own strategic destinies that lead to growth acceleration
  • Globalization – Brands with worldwide footprints are beginning to . . .


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