In this episode of TraderTalk TV, ExchangeWire CEO, Ciaran O’Kane, discusses with Ari Paparo, CEO, Beeswax, whether marketers should consider in-housing their programmatic advertising.

Paparo discusses the following considerations, focusing on three key tenets of potential investment for brands looking to in-house digital marketing activity:

– Overarching strategy: considering transparency, control, and costs within that
– People: with considerations around skills within ad ops, data science, and engineering
– Technology: the contract in place with the existing technology partner, as well as existing relationships in place, and any custom or bespoke features required within the technology platform, based on goals and objectives.