Companies are increasingly bringing more of their marketing functions in-house instead of farming them out to agencies. But when it comes to deciding which functions are best internalized, there’s no one-size-fits-all approach. Rather, marketers at different companies say they’re bringing different functions in-house and for varying reasons.

In a survey of 161 client-side marketers by Digiday this past December, respondents were about as equally likely to say their companies were working to in-house programmatic media buying in 2019, at 37 percent, as their creative strategy, at 35 percent.

  • LinkedIn Icon