[营销星球]IAB&埃森哲：企业内部广告程序化购买报告

?2018InteractiveAdvertisingBureauProgrammaticIn-Housing:Benefits,ChallengesandKeyStepstoBuildingInternalCapabilitiesMAY2018Publishedwiththesupportof1PROGRAMMATICIN-HOUSING?IAB.COMThisdocumenthasbeenunderwrittenbyInteractiveAdvertisingBureauDataCenterofExcellenceandAccentureInteractive.TheIABDataCenterofExcellenceisanindependentlyfundedandstaffedunitwithintheIAB.FoundedtoenhanceexistingIABresourcesandtodrivethe“dataagenda”forthedigitalmedia,marketing,andadvertisingindustry,theDataCenter’smissionistodefineboundaries,reducefriction,andincreasevaluealongthedatachain,forconsumers,marketers,andtheecosystemthatsupportsthem.IABDataisfocusedon:?Gatheringindustrythoughtleaderstosetanddrivethe“dataagenda“?Fundingindustryresearchtoprovidebenchmarksandactionableinsightsondatamanagementacrossplatformsincludingmobile,programmatic,andtheinte