"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research.
This week I released my new research report, The “6-5-3” Framework: How to Pick the Right Programmatic Media Management Model, and presented it at yesterday’s Programmatic I/O conference in NYC. I wanted to use a few column inches to share, in brief, what this report is all about.
I’ll start by explaining why I undertook this research in the first place. In the face of the rapidly rising tide of programmatic, the last year has seen a lot of public discussion on the “in-house” question. Namely, are marketers really considering, or actually taking, media management in-house and, if so, why? Like any good researcher would, I set out to find the answer. Twenty-plus interviews (with marketers, agencies and technology companies alike) later, a story began to emerge: Yes, many marketers are rethinking the role of their agencies for media management, and yes, many are thinking long and hard about where media management should in fact live, but to simply note that “all marketers are taking media in-house” is simply not true.
Reality is, as always, so much more complex.