Bringing programmatic buying in-house means that an advertiser decides to manage their online advertising purchases themselves in an automated way, without going through intermediary agencies. This process can be done using dedicated software or a self-service trading desk platform. The main objective of this approach is to ensure better control over advertising campaigns and associated data, while avoiding additional costs, leveraging existing experience, and bypassing the margins of third-party players.

Bringing programmatic buying in-house is generally adopted by large advertisers with significant buying volumes, which suggests a substantial return on investment once the costs associated with setting up this internal structure have been recouped (specialist salaries, technical tools, etc.).

The debate surrounding the challenges and conditions for success of bringing programmatic buying in-house is lively, with numerous testimonials from advertisers sharing their motivations and experiences with this approach. An analysis of the advantages and limitations of internalizing online advertising purchases is also provided, highlighting the opportunities and challenges involved.

Studies dedicated to the challenges and processes of internalizing online advertising purchases offer a better understanding of the implications of this approach and identify best practices to fully leverage this strategy.