In-House Media Buying

Media buying—should it stay in-house or go to an agency? If only the decision were that straightforward. The truth is, in-housing is far from a binary choice. It's more like a spectrum of possibilities, each with its own perks and pitfalls, depending on the size, focus, and goals of a company. And it’s this spectrum that’s shaping the future roles of agencies, advertisers, and publishers.

So, what does this distribution of roles look like going forward? Who’s best positioned to connect all the dots in a way that makes sense for everyone involved?

The Appeal and Complexity of In-Housing

For many brands, the idea of bringing media buying in-house is tantalizing. Who wouldn't want full control over their data, budgets, and campaigns? No more relying on intermediaries to understand where your money is going or what your ad performance looks like. And the statistics seem to back this up: 73% of brands have already taken some steps towards in-housing parts of their digital marketing.

But before you start ordering custom office chairs for your new in-house media team, there’s a catch. In-housing is not a cookie-cutter solution. It comes in various flavors, from technical in-housing and hybrid models to full in-housing setups. Each of these formats offers different levels of control and collaboration with agencies. Understanding these distinctions is crucial before deciding which one suits your brand’s needs.

Technical In-Housing: Taking Control of the Tools

Technical in-housing is when companies license and manage their own media-buying tech, like ad servers, DSPs, or even their Facebook ad accounts. You still might use an agency for the heavy lifting, but you’re the one steering the ship when it comes to the tools themselves.

This model gives brands a tighter grip on their data and a direct line to their service providers, cutting out the middleman and saving some cash along the way. It’s like having your own kitchen, where you can experiment with recipes without waiting for the chef’s approval. But, just like a kitchen, you need the right ingredients and the know-how to whip up something delicious.

And this is where the challenges come in. You need the expertise—either already in-house or through a consultant—to set everything up and keep it running smoothly. Plus, you’ll need your IT and procurement teams on board to handle the contracts and initial setup. If you can pull it off, technical in-housing is a great place to start for brands ready to roll up their sleeves.

Pros:

• Cost savings

• Direct negotiation with providers

• Full control over your data and platforms

• Reduced dependency on external partners

Cons:

• Requires significant expertise

• Involves setup and ongoing management

Hybrid In-Housing: A Tailored Approach

Then there’s hybrid in-housing, the compromise that lets brands take on some aspects of media buying while outsourcing others. Maybe you handle the digital ads yourself but leave TV or print to the experts. Or you negotiate directly with publishers but let your agency handle day-to-day execution.

This setup offers flexibility—brands can pick and choose which parts of the process to manage internally, based on their strengths and resources. It’s a bit like choosing what to cook yourself and when to order takeout. But it’s not as easy as it sounds. You need agencies that are willing to play ball and collaborate on this mixed model, and they’re not exactly lining up to do so.

Before diving into a hybrid model, companies need to have a clear idea of what they can handle internally—today and tomorrow. Because nothing’s worse than biting off more than you can chew, especially when your team is spread thin.

Pros:

• Flexibility to manage parts of the process in-house

• Opportunity to gain specific knowledge and skills

• Ability to leverage existing strengths

Cons:

• Finding agencies willing to support this model can be tricky

• Requires a clear plan for managing responsibilities long-term

Full In-Housing: The Ultimate DIY

Full in-housing is the dream for some brands: total control, no agency middlemen. You handle everything—from strategy and planning to execution and evaluation. It’s the advertising equivalent of being a master chef, running the entire restaurant by yourself.

But, just like running a restaurant, it’s a massive undertaking. You need a team of in-house experts, a robust infrastructure, and a solid strategy to keep it all going. Large advertisers might find this particularly daunting, as managing media buying across multiple channels without external help can feel like trying to juggle while riding a unicycle.

Smaller companies might find full in-housing more feasible, at least at the beginning. But even they will likely hit a wall as they grow and their media needs become more complex. The key to full in-housing is a gradual approach, starting with simpler channels and scaling up as your team’s skills and confidence grow.

Pros:

• Complete control over budgets, data, and content

• Minimized dependency on external partners

Cons:

• High investment in time and resources

• Need to develop and retain a skilled in-house team

Is Full In-Housing a Pipe Dream?

The harsh reality is that full in-housing might not be sustainable for many large companies. Sure, it sounds great to have everything under one roof, but the logistics and costs involved can be overwhelming. Plus, staying on top of the rapidly changing ad tech landscape requires constant innovation and expertise—something that’s easier said than done.

For many brands, hybrid in-housing is the sweet spot. It offers the best of both worlds: more control than traditional outsourcing, but without the massive overhead of full in-housing. Yet, it remains an underutilized option, largely because many agencies aren’t willing to adapt to this new dynamic.

The Future: Where Platforms and People Meet

Looking ahead, the future of media buying will likely be a blend of in-house capabilities supported by flexible, platform-driven solutions. As technology continues to evolve, the lines between in-house and outsourced media buying will blur even further. Brands will need to be nimble, leveraging both internal resources and external partners in new, creative ways.

Ultimately, the future of in-housing won’t be about choosing between agencies and platforms—it will be about finding the right balance for your brand. And that balance will come from understanding not just what’s possible, but what’s practical for your team, your budget, and your goals.