When it comes to the fastest-growing segment of media-buying — programmatic — in-house is now the norm for most clients worldwide. That’s the finding of a new report released this morning by the Interactive Advertising Bureau (IAB) and Accenture Interactive.
While the trend should not be surprising to anyone who has been following media-buying for the past decade, the stat may be: Only 15% of advertisers say they have no plans to bring programmatic media-buying in-house.
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