Marketers Expanding In-House Programmatic Capabilities: ANA Study
Still, programmatic is far from dead. This ANA study reports it accounts for 78% of digital display spending and the share continues to increase. But the ANA confirmed that marketers have brand safety concerns and found that 35% of marketers taking over more programmatic work from their agencies. Already, 47% own their tech provider contracts and 32% do their own audience planning on a DMP. There’s considerably more in this study: it’s worth a download if you’re interested in the topic.