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Choosing your
programmatic
approach:
in-house or agency
#1 How to decide
#2 Advice for in-house
Goals
Testing
Low
Siloed
Standard
versus
Long-haul
High volume
Cross-channel
Advantage
Resources
Agency & trading desk specialization:
Have background & budget to hire?
Strategy
Ad tech
Planning
Activation
Opt...
Culture
Strategic blind spots?
Appetite for risk?
Teams share openly?
Prepared to retain IP?
Truly tech savvy?
(Be honest!)
#1 How to decide
#2 Advice for in-house
Plan Ahead
Take time to get educated
Create a prioritized plan
Set realistic expectations
If you don’t care where you’re g...
Start Strong
Hire an experienced team
Buy and build the right tools
Encourage partner collaboration
Keep Momentum
Encourage education
Agency teams have each other.
Who will your team have?
Celebrate success…
…but don’t res...
Key Takeaways
1. Have an open internal debate
2. Create goal, plan to achieve it
3. Ensure all-in hiring & collaboration
THANK YOU
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Netflix Case Study: When and How Brands Should Take Programmatic In-House

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Netflix is one of a limited number of brands that built and now operates its own in-house programmatic team. The benefits of this are significant - ownership of intellectual capital and data insight, the potential for improved agility across channels and greater cohesion and customization based on the organization's needs. But when should a brand build an in-house programmatic team and how can it be done effectively? Netflix's senior manager of programmatic buying will discuss these and other questions about what it's like for a brand to build its own internal programmatic system.

Published in: Marketing, Business, Technology
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Transcript of "Netflix Case Study: When and How Brands Should Take Programmatic In-House"

  1. 1. Choosing your programmatic approach: in-house or agency
  2. 2. #1 How to decide #2 Advice for in-house
  3. 3. Goals Testing Low Siloed Standard versus Long-haul High volume Cross-channel Advantage
  4. 4. Resources Agency & trading desk specialization: Have background & budget to hire? Strategy Ad tech Planning Activation Optimization Analytics
  5. 5. Culture Strategic blind spots? Appetite for risk? Teams share openly? Prepared to retain IP? Truly tech savvy? (Be honest!)
  6. 6. #1 How to decide #2 Advice for in-house
  7. 7. Plan Ahead Take time to get educated Create a prioritized plan Set realistic expectations If you don’t care where you’re going, then it doesn't matter which way you go.
  8. 8. Start Strong Hire an experienced team Buy and build the right tools Encourage partner collaboration
  9. 9. Keep Momentum Encourage education Agency teams have each other. Who will your team have? Celebrate success… …but don’t rest on laurels
  10. 10. Key Takeaways 1. Have an open internal debate 2. Create goal, plan to achieve it 3. Ensure all-in hiring & collaboration
  11. 11. THANK YOU
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