On Monday, October 15, MightyHive participated in the inaugural Programmatic Innovators Circle dinner at The Grill in New York City to address the challenges and opportunities presented by in-housing. According to an IAB report, “Nearly two-thirds of brands purchasing ads through programmatic means have fully or partially moved the function in-house.” However, in addition to noting the many benefits of in-housing, the IAB report also pinpoints the challenges of doing so: “the programmatic in-housing transition typically requires at least a one-year commitment, complex coordination of partner contracts, staff training, and more.”
The Programmatic Innovators Circle is a supportive coalition of savvy marketers designed to address the unique challenges and opportunities of bringing programmatic in-house. Co-chaired and driven by senior marketing leaders, this invitation-only group met over dinner to seek advice, share best practices, and discuss strategies around in-housing. The group’s goal is to create a network to help marketers:
- Learn strategies and tactics to empower their teams and unlock the full potential of in-housing
- Stay on the cutting edge of the industry through regular knowledge-sharing and updates from subject matter experts
- Discuss team structure and skills needed to successfully transition to in-housing
- Benefit from resources shared by marketers at different stages of the in-housing process
“With the Programmatic Innovators Circle, we’re creating a network of marketers who are transforming their organizations, becoming more data-driven, and building transparency into their relationships across the advertising ecosystem. It’s about creating a safe space to have conversations about the opportunities and challenges of setting up a team, and a way for marketers to stay relevant by driving their own learning agenda.”
– Leah Kim, CMO, MightyHive
Senior marketers from verticals including insurance, CPG, durables, auto, F&B, and others gathered to share insights and learn from one another. In-housing has gained popularity in recent years as marketers are under pressure to take ownership of their data and digital strategy. With major brands such as Anheuser-Busch InBev, GlaxoSmithKline, and Bayer going public with their plans to bring programmatic in-house, communities like the Programmatic Innovators Circle can provide a clear roadmap to in-housing success.
Watch MightyHive CEO Pete Kim’s “Spectrum of Control” presentation to learn five ways you can get started with in-housing. Also, be sure to sign-up to receive a copy of our upcoming report about how enterprise brands are activating their first-party data.