IAB Europe In-Housing Survey

In-housing programmatic trading has gone from a nascent trend in recent years to a term that more and more brands and agencies are familiar with. But what is the current status of programmatic in-housing in Europe, and how will it evolve in the future?

Please help us to understand the current landscape by sharing your thoughts and experience of programmatic in-housing by completing this short 5-minute survey.

The deadline to complete the survey is 2 December, 2021.

Thank you for your participation!
IAB Europe

Question Title

* 1. In your role which region / market(s) are you responsible for?

Austria

Belarus

Belgium

Bulgaria

Croatia

Czech Republic

Denmark

Finland

France

Germany

Greece

Hungary

Ireland

Italy

Latvia

Macedonia

Netherlands

Norway

Poland

Portugal

Romania

Russia

Serbia

Slovakia

Slovenia

Spain

Sweden

Switzerland

Turkey

Ukraine

MENA

Pan-European

Global – European countries plus others

Other (please specify)

Question Title

* 2. Is your company?

An advertiser

An agency

Question Title

* 3. Where did you first hear about the concept of In-Housing?

News/Media

Colleague

Conference/Event

Industry Association

Other (please specify)

Question Title

* 4. Which of the below areas are being in-housed within your organisation? (Please select the top two priority areas)

Analytics/measurement

SEM

SEO

Programmatic media buying

Digital asset creation

None

Other (please specify)

Question Title

* 5. Looking at programmatic media buying specifically, what operational model do you currently have in place?

All aspects of media buying managed in house

Media trading contracts managed in-house, and trading operations carried out by a third-party (agency or otherwise)

Media trading rates managed and negotiated in-house, but all contracts and operations undertaken by a third-party (agency or otherwise

All aspects of media buying are outsourced

Question Title

* 6. Looking at programmatic media buying specifically, which of the following areas are undertaken in-house or outsourced?

	In-house	Outsourced	Hybrid	N/A
Technology set-up/infrastructure	Technology set-up/infrastructure In-house	Technology set-up/infrastructure Outsourced	Technology set-up/infrastructure Hybrid	Technology set-up/infrastructure N/A
Data Management	Data Management In-house	Data Management Outsourced	Data Management Hybrid	Data Management N/A
Managing partner relationships and contracts	Managing partner relationships and contracts In-house	Managing partner relationships and contracts Outsourced	Managing partner relationships and contracts Hybrid	Managing partner relationships and contracts N/A
Campaign execution	Campaign execution In-house	Campaign execution Outsourced	Campaign execution Hybrid	Campaign execution N/A
Campaign optimisation	Campaign optimisation In-house	Campaign optimisation Outsourced	Campaign optimisation Hybrid	Campaign optimisation N/A
Ad Operations	Ad Operations In-house	Ad Operations Outsourced	Ad Operations Hybrid	Ad Operations N/A
Audience targeting	Audience targeting In-house	Audience targeting Outsourced	Audience targeting Hybrid	Audience targeting N/A
Campaign analysis	Campaign analysis In-house	Campaign analysis Outsourced	Campaign analysis Hybrid	Campaign analysis N/A
Campaign strategy	Campaign strategy In-house	Campaign strategy Outsourced	Campaign strategy Hybrid	Campaign strategy N/A

Question Title

* 7. Within programmatic media buying, which of the following areas would you consider outsourcing if you haven't already done so? (Please select all that apply)

Technology set-up/infrastructure

Data Management

Managing partner relationships and contracts

Campaign execution

Campaign optimisation

Ad Operations

Audience targeting

Campaign analysis

Campaign strategy

None of the above

Question Title

* 8. If you have outsourced some programmatic media buying functions, who has the work been outsourced to?

An Agency

An Independent Trading Desk

A DSP

A Consultancy

Hybrid (more than one of the above)

N/A (All operations are in-house)

Question Title

* 9. What are the key drivers for in-housing your programmatic media buying functions? (please select the three most important)

Media budget financial management and control

Keep first-party data under control

Integrate programmatic with other in-house teams like CRM, customer service etc.

Increase operational control

Increased transparency on campaigns

Increased transparency on fees

Align with management of other channels

Cost effectiveness

More control of trading operations

Control of brand safety

Deliver brand campaigns at scale more effectively

Data access and ownership

Better understanding of the consumer pathway

Align and integrate with management of other channels

Opportunity to implement more efficient multi-platform advertising strategy

Gain greater transparency and control of operations

Other (please specify)

Question Title

* 10. What are the key challenges of in-housing your programmatic media buying functions? (Please select the three most important)

Employing people with required skills

Training people adequately

Operational migration of account ownership

Choice and implementation of technology

Analysis of data

Campaign planning

* 15. Do you have any other observations or comments on in-housing programmatic media buying?

Question Title

* 16. How long have you personally been working in digital advertising?

Less than 1 year

1-3 years

4-5 years

6+ years

Question Title

* 17. Which of the following best describes your job role?

Brand Manager/Director

Media Director

Programmatic Media Director

Media Planner

Marketer

Media Strategist

Media Sales

Programmatic Media Sales

Programmatic Trader

Audience Planning Director

Head of Programmatic

Technology Director

Advertising Operations

Other (please specify)