At the Digiday Programmatic Marketing Summit Europe last month in Portugal, we sat down with 52 client-side and agency marketers to learn their thoughts on the latest industry trend of companies taking media buying in-house. Check out our earlier research on how satisfied marketers are with their audience-targeting capabilities here. Learn more about our upcoming events here.

Quick takeaways:

  • Hiring talent is the biggest challenge European companies in Digiday’s survey face when taking media buying in-house.
  • Fifty-four percent of the marketers surveyed said companies taking media buying in-house is the greatest threat to media agencies.
  • Over 60 percent of marketers believe media agencies are most useful for executing campaigns.

Talent is a finite resource
As more companies look to take more control over the programmatic media-buying process, they increasingly face a common problem: talent. Companies struggle to recruit media-buying experts for the client side, with 62 percent of marketers in Digiday’s survey from the event saying hiring talent is a challenge for bringing media buying in-house. One hurdle when recruiting media buyers for the client side is convincing them that there’s a path for career progression.

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