Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Advertisers Prefer to Leave Tech Building to Their Vendors

Some programmatic functions work best when outsourced

Ever since digital ad dollars started shifting toward programmatic, advertisers have flirted with the idea of bringing their tech and data operations in-house. While advertisers would like more control over their data management and ad buying contracts, they seem pretty content with leaving ad ops and building technology to their vendors, according to a study by the Interactive Advertising Bureau (IAB) and Advertiser Perceptions.

A survey of 119 US media decision-makers in April 2018 found that just about 30% of respondents preferred to build tech or do ad ops in-house. The other 70% or so said they either work with a partner or would prefer to work with a partner for tech and ad ops.

Building tech and managing ad ops is often expensive, time consuming and difficult to find adequate talent for. Programmatic functions like owning demand-side platform (DSP) contracts, which about half of respondents preferred to keep in-house, don’t take nearly as much investment as the tasks that advertisers want to outsource. The IAB/Advertiser Perceptions report stated that the high rates of outsourcing with tech and ad ops reflect “the need for brands to control for excessive capital expenditures and talent recruitment when establishing in-house capabilities.”

It also specifically examined programmatic functions. Among the entirety of digital advertising, programmatic is often outsourced more than other tasks. In a January 2018 survey of 120 CMOs worldwide by marketing consultancy NewBase, 43% of respondents said they outsource their programmatic efforts. No other marketing function had a higher outsource rate.