Daniel Gilbert
Jan 3, 2019

In-house or agency? It's not a binary decision

Biddable media is moving in-house and the agency is dead... or is it?

There has been chatter about advertisers building in-house capabilities forever. The most recent development relates to biddable media, where the advent of companies such as Google and Facebook has enabled advertisers to deal directly with media owners with little friction. The growth of biddable mediapaid search, programmatic and paid social any media that can be purchased via live auctionsand a general loss of trust in agencies have resulted in increasing noise about advertisers moving towards in-housing....

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