Products

EMARKETER 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.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
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
Briefings
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 EMARKETER

Our goal 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 EMARKETER came to be.
Learn More
Methodology
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 EMARKETER.
Contact Us
Newsroom
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
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Marketers Outsource Programmatic More than Other Tasks

Managing tech and finding talent make bringing it in-house difficult

When it comes to programmatic advertising, many marketers still prefer to delegate their work to someone else.

In a survey of 120 CMOs worldwide by marketing consultancy NewBase, 43% of respondents said they outsource their programmatic efforts. No other marketing function had an outsource rate this high.

Problems with programmatic, such as fraud and nontransparent fees, make bringing automated ad buying in-house an appealing option to marketers.

In an August 2017 survey of brand advertisers worldwide by Infectious Media, 84% of respondents indicated that they wanted more control over their programmatic efforts.

But pulling this off is trickier than flipping a switch and letting the machines figure out the rest. Building and managing technology internally while also finding enough qualified talent to run programmatic ad campaigns is quite difficult. That's why only 1.4% of the advertisers Infectious Media polled had taken steps to bring programmatic buying under their roof.

There are multiple degrees of bringing programmatic in-house. Brands that have done so completely, like Netflix, are exceptions. What’s more common is for brands to handle specific aspects of programmatic internally, like Bayer did when it took control of its data management platform (DMP) and analytics.

While few marketers go all-in on bringing programmatic in-house, some are making progress toward taking control over their automated ad buying. In July 2017, the Association of National Advertisers (ANA) surveyed 149 marketers, and 35% of those polled said they'd expanded their in-house programmatic capabilities—more than double the percentage who said the same in an ANA survey from 2016.