Summary
Ushered in by fractured trust in the programmatic era, the in-housing of media is a real trend. It is neither a fad nor uniform in its expression. Rather, there are strategic considerations that can have a long-term impact, and not every company needs — or is equipped to effectively enact — the same model. This report will guide B2C marketers trying to determine the right organizational model for omnichannel media management.
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