Managing the evolution of Programmatic In-housing in 2022Over the last decade, programmatic in-housing has been marketed as a panacea for older business models beset by tremendous intricacy and a shortage of transparency. Companies seek this reactive, hands-on strategy to media procurement for various reasons, including the increased relevance of first-party data, unearthing hidden potential for optimisation, real-time customisation possibilities, and better clarity regarding fees. Despite the hoopla around the concept and its claims, there are countless stories of marketing firms that have had to leave the in-housing approach on hold because it would be too long, too exorbitant, too hard and too ideological to implement.INTRODUCTION Taking programmatic advertising in-house In t

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