Netflix Case Study: When and How Brands Should Take Programmatic In-House
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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......

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.

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Transcript

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