UKProgrammaticIn-Housing:AdoptionRate,Benefits,Depth,andTypesofIn-HouseBuyingFunctionsVersusEuropeAPRIL2019©2019InteractiveAdvertisingBureau©2019interactiveAdvertisingBureauSponsoredbyThisreportwasproducedbytheIAB.Thefinalreport,findings,andrecommendationswerenotinfluencedbyexternalsponsors.1ACKNOWLEDGMENTSThisreportwouldnothavebeenpossiblewithoutoversightfromtheIABDataCenterofExcellenceboardmembersandthecollaborationandfinancialsupportofoursponsor,AccentureInteractive.Thefinalreport,findings,andrecommendationswerenotinfluencedbyexternalsponsors.BoardMembersSponsoredbyAdditionally,weextendourdeepestappreciationtoallthemarketers,publishers,technologydevelopers,andserviceprovidersthathavecontributedtheirtime,insight,andenthusiasminsupportofthisreport.TheAuthorGerardBroussard,PrincipalPre-MeditatedMedia,LLCIABContactOrchidRichardsonVP&ManagingDirectorIABDataCenterofExcellenceorchid@iab.com2TABLEOFCONTENTSINTRODUCTION................................................................................................................3ExecutiveSummary.....................................................................................................3Background,ObjectivesandDefiningProgrammatic................................................5PROLIFERATIONOFPROGRAMMATIC..........................................................................6DRIVERSOFPROGRAMMATICIN-HOUSING................................................................10THEDEGREESOFPROGRAMMATICIN-HOUSING.......................................................11FIVETHINGSBRANDSSHOULDDO..............................................................................13NAVIGATINGGDPR.........................................................................................................15APPENDIX........................................................................................................................203INTRODUCTIONExecutiveSummary•UKProgrammaticIn-HousingReportOverview–Thisreportprovidessurveyresu...
