Big brands are expanding their use of in-house ad tech

06/11/2014 | Adweek

Brands including Progressive, Geico and Netflix are developing their own in-house programmatic buying tools, and some are directly dealing with data management with the help of ad-technology companies such as Turn and BlueKai. That's allowing companies to control their data, but the licensing fees can be expensive, and media agencies maintain that their expertise gives them a built-in advantage in a fast-moving area.

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