Marketers bringing more advertising functions in-house rather than outsourcing them to an agency, also known as in-housing, has recently garnered significant buzz. Many assume that cost cutting is the driving force behind in-housing, but in our conversations with clients, we often find that neither full in-housing nor cost cutting is the end goal.
Instead, we’ve heard that control, transparency, agility, flexibility, and better utilization of data are the motivating forces driving in-housing. Additionally, none of the marketers we’ve spoken with actually want to run all biddable media in-house using their own staff. While the end goal is to achieve control, transparency, etc., the means are up for discussion.
Let’s look at how marketers can achieve these objectives regardless of whether they ultimately in-house. And, let’s consider the hybridization of in-housing and how marketers can best use this option to their advantage.