Brands are looking to bring their advertising in-house because this is where that IP lies. The logic of this trend is sound, at least in theory. But the reality is that advertising management is a serious undertaking, and the transition to agency independence is far from simple.
How Adobe are shaping a new digital advertising ecosystem
In order to take advantage of new technologies such as AI and automation, brands also need a culture and data management to match
Tapping the power of data to fuel marketing creativity
Five points to help you take control of your programmatic digital marketing execution.
Top tips for great content, and smart innovations making Adobe Experience Manager even better.