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Programmatic advertising has progressed dramatically over the past decade, going from an experimental tactic to common practice.

A key part of that evolution has been advertisers' taking more control: Some 69% of brand marketers say they have now moved programmatic in-house to some extent.

What's been driving this shift? Is it set to continue?

A recent infographic (below) from Epom examines the state of in-house programmatic, including which functions are no longer being delegated and what advertisers' future plans are.

Check out the infographic:

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji