Limited Time Offer: Save 30% on PRO with code WOOHOO »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Bringing Adtech In-House: Success or Stress for Brand Marketers?

by Merrily McGugan  |  
November 16, 2016

Today's marketers have been expert jugglers. In addition to managing issues of ad fraud, viewability, and global marketing strategy, it is now common practice for a marketing team to also manage ad campaigns across multiple platforms and devices.

But with only 24 hours in a day and finite team resources available, it's no wonder that some marketers have begun to outsource much of the marketing technology (martech) juggling.

The move toward managed services is causing new pressures of its own. A quarter of senior marketers say they are stretched too thin because of having to manage multiple marketing tech vendors and platforms, according to "Modernizing the Mix: Transforming Marketing Through Technology and Analytics," a May 2016 research report by my company, DataXu.

Apparently, marketers have had to graduate from juggling to plate-spinning.

A growing number of marketers believe that bringing advertising technology (adtech) and martech solutions in-house is the way to improved cost-effectiveness, transparency, and access to data. Our report finds that 62% of US marketers expect to manage slightly more or significantly more martech in-house over the next year.

And with many marketers happily managing at least a portion of marketing technologies in-house already, the next question is a straightforward one: Will adtech move in-house next?

The In-House Adtech Mindset

Some 53% of US marketers say martech and adtech will converge completely within the next five years, according to our survey of 532 global marketers. The melding of the two under the overarching umbrella of "madtech" may thus lead to adtech's being brought in-house as well.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Merrily McGugan is director of corporate marketing at DataXu, a programmatic marketing and analytics technology company. Download its Modernizing the Mix report in full here (registration required).

LinkedIn: Merrily McGugan

Rate this  

Overall rating

  • Not rated yet.

Add a Comment


  • by Kyle Cottrell Thu Nov 17, 2016 via web

    Great peace , in housing doesn't have to be hard, and is the #1 way to understand your ecosystem and save your advertisers/publishers margins.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!