Digiday Research: Talent is primary hurdle for bringing media buying in-house

Nearly one-in-four companies are bringing some media-buying functions in-house, believing that it will lead to improved transparency and greater cost efficiencies. But those companies face one major challenge: hiring the right people to actually do it.

Seventy-three percent of client-side marketers said hiring the necessary talent was a significant obstacle to taking media buying in-house, according to a survey of 45 programmatic marketers at the May 2018 Digiday Programmatic Marketing Summit held in New Orleans.

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