Bring Programmatic Adv In House? Yes? No?
May 03, 2017
Bringing media buying in house is part of the overall discussion on whether or you should bring your entire marketing agency needs in house. There are pluses and minuses to both and it really depends on your requirements and the commitments you are willing to make to the success of an in house program. But, now the discussion has broadened to include whether or not to bring programmatic advertising buying in house (to gain control over ad appearance and the brand safety issue, among other factors) and this article points out some key factors that should be part of your consideration. Read More.
Dudley Stevenson, founder and CEO of DWS Associates, has over thirty-five years’ experience in consumer marketing, business-to-business marketing, and direct marketing, including developing, planning, and implementing go-to-market strategies. He's also the author of "Marketing Direct: Breaking Through The Clutter." Working with organizations ranging from start-ups to Fortune 100 companies, he and his team have helped clients such as IBM, Sony, Neiman Marcus, Arizona Highways, Marshall Field & Co., Mrs. Field’s, UNICEF, and Patagonia implement successful direct marketing programs. A longtime member of the Direct Marketing Association and the American Marketing Association, Stevenson is also a sought-after speaker. He’s given hundreds of presentations and workshops on marketing and direct marketing. His “Marketing Planning 101” workshop alone has reached more than 100,000 marketing and sales professionals.