#in-housing

[dbloom]

Brands Wrest Back Control Of Data With 'In-Housing' Trend

Brands Wrest Back Control Of Data With ‘In-Housing’ Trend

It’s been a time of great ferment in the advertising business. New marketing approaches, direct consumer relationships, and shifting business models are pushing more companies to exert control over one of their most precious resources: the data around their brands.

It’s fueled a relatively new trend, “in-housing.” As the name suggests, brands are bringing their marketing data directly in…

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[oromero50]

PROGRAMMATIC I/O SF: For Intel, In-Housing Is All About Insights

Oscar Romero's Update: AdExchanger | Intel’s decision to bring programmatic media buying in-house boiled down to this: audience insights. “Our biggest aha, our epiphany, was that we wanted to have a holistic view of our customer,” Julie Keshmiry, Intel’s global media director, said Tuesday at Programmatic I/O in San Francisco. But getting that view is particularly difficult for a non-customer-facing... Continue reading » The post PROGRAMMATIC I/O SF: For Intel, In-Housing Is All About Insights appeared first on AdExchanger.