Mike Juhas, EVP of Client Services at Digital Remedy, recently spoke with Small Biz Daily to discuss the the things that small businesses should consider before bringing their programmatic buying in-house.
With some brands and ad agencies considering bringing their programmatic buying in-house in attempt. tocut costs and gain control, many may underestimate just how complex the programmatic landscape is, and the toll it will take on their team’s time and resources to effectively implement and maintain an in-house programmatic function. Here are some of Mike’s key takeaways:
- Your data may not be enough – Without a platform-agnostic programmatic partner, brands are left with only their own first-party data to leverage. Brands need to tap into a wide range of data sets to have true success in reaching their intended audiences.
- It takes talent – Interviewing, hiring, and training a skilled media buyer is a huge investment in terms of time, money, resources, and bandwidth. Working with a partner allows you to access experienced talent without the liability.
- Buying direct may not be cheaper – With all of the acquisitions, mergers, and rebrands that take place in the current advertising ecosystem, it can be difficult to manage the ebbs and flows of the industry on your own. A programmatic partner helps solve this issue by allowing you to pivot and dynamically adjust your investments in the most cost-effective way to fit your evolving needs.
- It’s not fraud-proof – Even if you take your buying in-house, fraud will still inevitably be an issue that you will need to face. And if that is not your core competency, it could be a costly venture to navigate. Finding a partner who packages a broad spectrum of protection can be a more worthy investment in the long run.
Working with a trusted partner is critical to not only optimizing your strategy, but also your operations. Managing one partnership gives you much wider access to more data, more channels, and more opportunities.