IAB Research Investigates GDPR’s Impact on the In-Housing Trend & Offers Brand Insights on a Movement Going Global
NEW YORK, NY (April 24, 2019) – IAB, the national trade association for the digital media and marketing industries, and its Data Center of Excellence, today released a series of in-depth reports comparing the impact of the programmatic in-housing trend within France, Germany, Italy, Spain, and the United Kingdom. According to the research, programmatic in-housing is prevalent among brands that buy ads programmatically in all five countries—with an average of 86 percent having moved the function completely or partially in-house. The report illuminates how in-housing programmatic is being affected by General Data Protection Regulation (GDPR) and provides insights for brands that are marketing on a global scale, whether based in Europe, the U.S., or elsewhere.
Looking at the extent of the trend in each European nation in the report:
- France – 88% either moved the function in-house (43%) or have done so in part (45%)
- Germany – 89% either moved the function in-house (35%) or have done so in part (54%)
- Italy – 86% either moved the function in-house (45%) or have done so in part (41%)
- Spain – 78% either moved the function in-house (32%) or have done so in part (46%)
- U.K. – 88% either moved the function in-house (48%) or have done so in part (40%)
In addition to survey data, the research also includes interviews with brand leaders from the five countries. Four key directional drivers emerged from those interviews:
- GDPR Impact – To date, brands have experienced nominal GDPR impact on their businesses
- Globalization – Brands with worldwide footprints are beginning to coordinate in-house efforts across markets as part of multi-year plans
- Brand Destiny – Brands emphasized the merits of in-housing as a way to control their own strategic destinies that lead to growth acceleration
- Expanding In-Housing Beyond Display – Some brands have their sights set on adding search, digital video, or social to in-house capabilities, signifying a long-term commitment to expanding programmatic functions beyond display
Challenges also surfaced:
- Cross-Channel Strategy Disconnect – One brand expressed concern about developing in-house silos where specific digital advertising channels are planned and executed in isolation (e.g. separate display and search) and across media (e.g., digital and TV)
- Internal Resources – For the most part, in-house staff for tactical activities such as optimization, placement, and results reporting are in short supply; media agency partners generally fill this gap
“Programmatic advertising has proliferated around the world, and in an era of globalization, it is critical to have an understanding of how the in-housing trend is taking hold in different markets,” said Orchid Richardson, Vice President and Managing Director of the IAB Data Center of Excellence.
The European “Programmatic In-Housing: Adoption Rate, Benefits, Depth, and Types of In-House Buying Functions” report series was published with the support of the IAB Data Center of Excellence and Accenture Interactive.
To view the research, visit www.iab.com/insights/2019-european-programmatic-in-housing.
The report’s quantitative results are based on the Ipsos MORI Omnibus Survey fielded in March 2019. 950 European-based brand representatives participated in the survey. The respondents represent media decision makers across all job titles and 16 major ad categories. All are qualified as involved in making digital, television, mobile, radio, and/or print media decisions. Pre-Meditated Media, LLC authored the study by integrating insights from the Ipsos MORI Omnibus Survey, executive interviews, and industry research.
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, it develops technical standards and best practices. IAB and the IAB Education Foundation are committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a San Francisco office.
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