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More than ever before, advertisers are concerned over not knowing where and what ads they buy and as a result, are starting to take control over media investments. The question of whether to bring programmatic in-house has been debated at length with no clear answer.

Different avenues are being tested – from running parts of their stack in-house, hiring specialists to oversee their strategy and bringing overall programmatic strategy in house – but one thing is clear: brands are stepping up to make sure they get the most for their media spend.